Rhumb Line: a coffee roaster's page
Mike Shocking
The idea
Coffee brands love to say they travel for their beans. Rhumb Line actually sails, so instead of a product grid the page puts you at a desk in the ship's cabin.
What visitors do
There's no scrolling. You look around the cabin and click whatever catches your eye: the sea chart with the six origins, the ship's log, a sample chest with six empty slots, and today's cup with recipes to brew at home. A small quest has you find six bags of beans along the way. Click the porthole and the weather turns from dawn to a storm.
The details
The coffee in the cup sways a beat behind the ship. The sea you hear is made live, not played from a recording.
On a phone
The cabin is reframed for a tall screen, and the objects move into a bar at the bottom.
Why it matters for a brand
Where your product comes from stops being a paragraph on an About page. It becomes the thing people do on your site.
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Posted Sep 24, 2026
Coffee brands love to say they travel for their beans. This one sails, and the page puts you on board.
