Case Study - Instarinse
Technology meets sustainability
Showcasing Innovation Through Digital Design
Instarinse had already developed something remarkable—a machine that could rinse cups at 130°C in just 25 seconds, using only 50ml of water. Now they needed a website that could match their innovative spirit and communicate their mission to reduce waste from paper cups whilst saving water. We worked directly with their CEO and a brand consultant, forming a small but focused team dedicated to bringing their vision to life online.
The company already had established brand colours and fonts in place, which gave us a solid foundation to build from. Our challenge was to take these existing elements and create something that would position Instarinse as leaders in sustainable technology. The result needed to be clean and modern, reflecting their status as innovators whilst also highlighting their environmental message.
Dynamic features for groundbreaking technology
A Website That Moves and Engages
Starting from a blank canvas, we designed the entire site before building it in Webflow. This wasn't going to be a static brochure site — Instarinse deserved something dynamic that would capture and hold attention. We incorporated background videos that showcase their technology in action, scroll-based animations that reveal information as visitors explore, and a floating navigation bar that stays accessible without getting in the way.
The site architecture was carefully structured to guide visitors through Instarinse's story. Beyond the standard homepage and about us sections, we created a Discover page that dives deep into their product and vision, a comprehensive FAQ and tech specs sections for the detail-oriented, and a Behaviour Change page that articulates their bigger mission. Each section serves a purpose, whether that's inspiring action, answering questions, or demonstrating credibility.
Key features
Optimising for visibility and impact
Visual Content & Digital Strategy
Our focus for InstaRinse centred on creating the technical foundations and visual framework that would showcase their innovative technology effectively. We ensured every design element and technical implementation worked together to present their sustainable message professionally, whilst providing comprehensive analytics to track their digital performance and understand visitor behaviour.
Photographic Storytelling
We collaborated closely with Instarinse's photographer to ensure every image would serve a strategic purpose on the website. Before the shoot, we assisted in creating detailed briefs outlining the specific shots needed—hero images showcasing the machine in modern café settings, close-ups highlighting the sleek design details, and action shots capturing the rapid rinse cycle. Once the images were captured, we carefully selected and positioned each one to guide the visual narrative across the website.
SEO Implementation
We implemented optimisation strategies across all pages to ensure Instarinse would be found by people searching for sustainable solutions. This meant targeting keywords around waste reduction, sustainable technology, and water conservation, whilst also capturing searches from businesses looking for practical alternatives to disposable cups. The technical specs and FAQ sections were particularly valuable for capturing long-tail searches from people deep in their research phase.
Analytics
Setting up Google Analytics gave Instarinse complete visibility into how visitors engage with their message. They can now track whether people spend more time on the technical specifications or the environmental impact sections, and how many visitors make it to the contact page. This data reveals not just who's interested in their technology, but what aspects of the business resonate most with positional customers. For a company trying to change behaviour around cup disposal, understanding these patterns is invaluable for refining both their product messaging and their environmental campaign.
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