Longboard’s first private auction

$4,688/kg

Average lot price: the highest of any coffee auction in the world.

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$4,688

Average price per kg, a world record

$256k

Raised across 12 lots

Countries bidding

The challenge

A first auction has no track record. Longboard needed serious buyers around the world to trust a new sale, taste the coffee before bidding and feel the story behind it, from a farm in the cloud forest of western Panama.

Longboard grows rare Panama Geisha at Misty Mountain in Boquete. We launched their first ever private auction: a rebuilt website, new content telling the story of the brand, the marketing for the auction, and the artwork and boxes for the lots and sample sets.

What we did

A new website

We rebuilt Longboard’s website and built the auction site, with the story, the lots and a way to register.

The story, on camera

New photography and video of the farm, the forest and the people, to tell the story of the brand.

Marketing the auction

A campaign aimed at specialty buyers and collectors across Asia, the Middle East and Europe.

Lot artwork

We designed the artwork for every lot, so each coffee had its own identity.

Boxes and sample sets

We designed the presentation boxes for the lots and the sample sets buyers tasted before bidding.

Sample sets that sold out

A limited run of sample sets, so buyers could taste every lot and host tastings of their own.

Results

The highest average lot price of any coffee auction in the world: $4,688.82 per kg.
$256,478 raised across 12 lots, with buyers in 8 countries.
A top lot of $10,701 per kg.
Every sample set sold out before the auction.

ScopeWebsite design Content creationAuction marketingSocial mediaLot artworkBox and packaging design

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