Bloom Coffee approached us with a clear challenge: their brand didn't reflect the quality and values of their product, and their app was losing subscribers faster than they could acquire them.
Brand Identity
Logo, typography, color system, voice
Mobile App
iOS & Android redesign, 42 screens
Web Experience
E-commerce site & landing pages
Design System
Scalable component library
Despite sourcing exceptional single-origin beans and maintaining fair-trade partnerships, Bloom Coffee was losing 40% of subscribers within the first 90 days. Customer interviews revealed three core issues:
Our mission was to transform Bloom from a commodity subscription into a mission-driven experience that:
Reduce churn by 60%
Within the first 6 months post-launch
Increase NPS by 30pts
From a baseline of 22 to 52+
Double daily active usage
Create reasons to open the app beyond delivery tracking
Build a recognizable brand
That communicates sustainability at a glance
Bloom Coffee Co.
Generic sans-serif, flat brown
"It looked like every other coffee brand out there."
bloom.
Playfair Display, warm earth tones
"A brand that tells a story before you even read it."
Great design isn't a single moment of inspiration — it's a series of intentional decisions, each informed by research and refined through iteration.
We started by understanding the people behind the data. Through 24 user interviews, a competitive audit of 12 subscription services, and a deep dive into Bloom's internal analytics, we uncovered patterns that numbers alone couldn't reveal.
Key Insight
"People don't just want coffee delivered. They want to feel connected to the farmers, the story of each bean, and a community that shares their values."
24
User Interviews
12
Competitors Analyzed
3
User Personas
87
Survey Responses
User Journey Map — Pain Points
Brand Positioning Matrix
Blue Bottle
Starbucks
Intelligentsia
bloom. ✦
Community + Sustainability
The research revealed a clear white space: no coffee subscription brand was truly community-first. We positioned Bloom not as a delivery service, but as a "coffee club" — a place where curious coffee lovers connect with origin stories, each other, and their own evolving tastes.
Every design decision served the strategy. The warm earth-tone palette reflects the natural origins of the product. The typography pairs editorial elegance with approachable readability. And the app's information architecture was rebuilt from the ground up to reduce cognitive load.
Typography System
Playfair Display for headings, Inter for UI — creating editorial warmth
Color System
Earth-inspired palette with 5 primary tones and 12 supporting shades
Design System
86 components, tokens-based, documented for handoff
Your Cup
Colombian Supremo
Color Palette
Community
Just tried the Ethiopian — the floral notes are incredible! 🌸
The farmer story for this batch was so moving.
Components
Usability Testing Results
We ran 3 rounds of usability testing with 16 participants each, iterating on everything from the onboarding flow to the micro-interactions. Each round revealed new opportunities — and we took them. The result was an experience that felt intuitive from the first tap.
What Changed Most
The subscription customization flow went from a 7-step linear process to a visual, card-based preference builder that felt more like choosing from a menu than filling out a form.
This project reinforced something I've come to believe deeply: the best design work happens at the intersection of empathy and craft. It's not enough to make things beautiful, and it's not enough to make things usable. The magic happens when you make things that help people feel something.
Bloom's success wasn't about a clever feature or a striking logo. It was about understanding what their users truly wanted — a sense of belonging, a story worth telling, and the confidence that their morning ritual was doing good in the world.
If there's one thing I'd do differently, it's that I'd have pushed harder for the community features from day one. The data showed their power, but I should have trusted the research even earlier in the process.
Tools & Technologies