Specialty coffee roaster
A founder-led roastery site that lifted online subscriptions by 3.2×.
Northwind Coffee Co.
Overview
Northwind had outgrown a generic Shopify theme. Their coffee was being served in some of the country's best cafés — but the website made them look like a side project. We rebuilt the site as a calm, beautifully made shopfront that finally reflected the quality of the roast.
challenge
The brand was being held back by a template that flattened everything good about it. Subscriptions weren't growing despite excellent press, and the founders were quietly losing wholesale enquiries to rivals with better-presented sites.
approach
Slow, deliberate typography. A subscription flow rebuilt around clarity rather than upsell. Editorial product pages — origin, farm, tasting notes — written in the voice of a roaster who actually cares. Wholesale was given its own, quietly impressive page.
result
Subscriptions grew 3.2× in the first quarter post-launch. Wholesale enquiries roughly tripled. The site now does the introduction the founders used to have to do in person.
Every conversation now starts further down the road. People arrive already taking us seriously.
Before / After
Before
Generic Shopify template. No voice. Subscription buried.
After
Editorial, founder-led, properly merchandised. Reads as a craft roaster.
In summary
The product was always exceptional. The site finally makes that obvious in five seconds.