Case study · Sable & Co. Roasters · Portland, OR
A brand and storefront built for repeat customers
Identity, packaging system, headless e-commerce and a twelve-month SEO and content programme for a specialty coffee roaster going direct-to-consumer.
Industry
Specialty coffee · DTC
Services
Brand identity & logo, Packaging system, E-commerce website, SEO & content programme
Platforms
Web
Timeline
8-week build, 12-month growth retainer
Year
2024–2025
+148%
Organic traffic in six months
4.7%
Conversion rate, up from 2.9%
34%
Revenue from subscriptions
22
Keywords ranking on page one
The challenge
Sable had exceptional coffee, a Shopify theme that looked like every other roaster and almost no search presence. Wholesale was steady but direct sales were flat. They wanted a brand that felt as considered as the product, and a store that turned first-time buyers into subscribers.
What we did
Four decisions that made the difference.
Identity with a point of view
A wordmark, mark and packaging system built around a single idea: quiet confidence. Warm neutrals, a restrained type pairing and origin-specific colour bands that make the shelf legible.
Headless store, fast everywhere
Next.js storefront over Shopify’s Storefront API with content in Sanity. Sub-second page loads and a subscribe-and-save flow designed into the product page rather than bolted on.
Content people actually search for
An origin and brewing guide library, written and structured for search, published on a steady cadence and supported by technical SEO fixes across the site.
Retention wired in
Klaviyo flows for post-purchase, replenishment timing and win-back, all using the same brand voice as the site.
The outcome
Organic traffic grew 148% in six months and conversion climbed to 4.7%. Subscriptions now account for a third of online revenue, and the new packaging has been picked up by two regional grocery chains.
“They rebuilt our brand, our store and our search traffic, and every piece feels like one thing. That is rarer than it sounds.”
Elena Marsh
Founder, Sable & Co. Roasters
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