A complete brand transformation for a specialty coffee roaster that needed to bridge heritage craft with modern e-commerce — resulting in 3.2× revenue growth in six months.
Ember & Bloom was a family-run specialty roaster with 14 years of craft behind them — single-origin beans, small-batch roasting, and a devoted local following. But their brand felt like it belonged in 2009: a generic logo, no packaging identity, and a website that hadn't been updated since the Shopify beta.
They were losing direct-to-consumer sales to bigger competitors who understood digital storytelling. Their wholesale accounts were stable, but growth had plateaued. The owner came to me with a clear ask: "Help people understand why our coffee is worth the premium."
The Core Problem
Their product quality was exceptional, but the brand experience didn't communicate that. There was no visual system, no consistent tone, and no digital presence that could convert casual browsers into subscribers.
Create a visual identity that communicates craftsmanship, warmth, and the care behind every batch.
Build a Shopify experience that tells the story of each origin while making subscription sign-ups effortless.
Design packaging that feels like a gift — something customers photograph and share organically.
Set measurable targets tied to brand awareness, conversion rate, and subscription retention.
I spent the first two weeks immersed in their world — visiting the roastery, talking to farmers in their supplier network, and interviewing their best customers. The design decisions all flowed from those conversations.
Conducted 12 customer interviews, analyzed 8 competitor brands, and performed a full audit of existing touchpoints. Key insight: customers loved the story of each origin but couldn't find it anywhere in the current brand.
Developed three distinct creative directions. The winning concept — "Earth & Fire" — used a warm, tactile palette inspired by the roasting process itself. Earthy textures, ember tones, and botanical illustrations became the foundation.
Built a complete brand system: custom wordmark, color palette, typography hierarchy, iconography, and packaging for 6 product SKUs. Each origin got its own botanical illustration and tasting-note card — turning every bag into a collectible.
Designed and built a custom Shopify theme with origin storytelling pages, a subscription builder, and an immersive "Roastery Journal" blog. Every interaction was mapped for conversion — without sacrificing the editorial feel.
Coordinated the launch across all channels, created a brand guidelines document, and trained the team on content management. Launched with a coordinated email campaign and social reveal that generated 4,200+ impressions in the first 48 hours.
A custom-drawn logotype that merges the warmth of hand-lettering with the precision of modern sans-serif. The ampersand was designed to evoke a coffee bean's natural curve.
Each origin gets a unique color accent and hand-drawn botanical illustration. The back of every bag features a tasting-note card — like a wine label for coffee.
Subtle animations throughout the site — steam rising on hover, color transitions on scroll — create a tactile, sensory experience that mirrors the warmth of the product.
E-commerce homepage — desktop view
Subscription builder — mobile experience
Packaging system — origin series
Six months after launch, the new brand had fundamentally changed how Ember & Bloom operated. Here's what moved the needle.
Increase in DTC revenue
Higher conversion rate
New subscribers in 90 days
Subscription retention rate
"Working with Mei was the best investment we've made in this business. She didn't just redesign our brand — she helped us understand our own story in a way we never had before. Our customers can feel the difference."
James Rodriguez
Founder, Ember & Bloom Coffee Co.
Key Takeaway
Premium products don't need to shout — they need to be understood. The biggest shift wasn't visual; it was strategic. By leading with the story of each origin and making that story the hero of every touchpoint, the brand naturally commanded higher perceived value. Design didn't just make it look better — it made the business work better.
I partner with founders and brands who believe that great design is a business strategy — not just an aesthetic choice. Let's talk about what your brand needs to tell.