Roast & Co.
A specialty coffee roaster wanted to sell beans online without losing its café warmth.
A look at the Roast & Co. interface, designed by Apex.
01 — Project Overview
The brief
Roast & Co. is a specialty coffee roaster with a beloved café and ambitions to sell beans nationwide. A generic store template flattened the brand’s warmth and made its subscription — the most valuable offer — almost impossible to find.
The brief was to bring the café’s ritual and personality online, make subscriptions the hero, and open a clean path for wholesale enquiries from cafés and offices.
02 — Project Execution
How we did it
We sat in the café to absorb the ritual and the language regulars used, then defined a story-led shop with subscriptions placed front and centre. The design is cozy and tactile with a rich coffee accent and product pages that tell the story of each origin.
We built flexible subscriptions and a dedicated wholesale enquiry path, then launched with a refreshed brand applied across packaging and the site.
- 01
Discover
Sat in the café to absorb the ritual and regulars’ language.
- 02
Define
Defined a story-led shop with subscriptions front and centre.
- 03
Design
Designed a cozy, tactile interface with a rich coffee accent.
- 04
Build
Built product storytelling pages and flexible subscriptions.
- 05
Launch
Launched with a wholesale enquiry path.
03 — Project Outcome
The results
Online orders rose 39% and subscriptions — now the centrepiece — grew 64%, building the predictable recurring revenue the roaster wanted. Repeat purchase rates climbed as the storytelling turned one-time buyers into regulars.