Field Notes Coffee
An indie roaster's identity and storefront, built to scale beyond the cafe.
01
— They came to us with
The challenge.
Two cafes, a die-hard regional following, and a founder who wanted to build a national subscription brand without losing the craft. The existing identity was 'designed by a friend in 2018' and the Shopify store had a 6.4-second LCP. They needed a system, not a refresh.
02
— So we scoped out
The approach.
Three phases, one team. No handoffs between strategy, creative, and execution.
A — Identity system
Modernized wordmark, type system, packaging, and a flexible visual language that reads as craft online and at retail.
B — E-commerce rebuild
Subscription-first Shopify build with a bean-finder quiz, recurring billing, and a perf budget — sub-2s LCP, 95+ Lighthouse.
C — Lifecycle from day one
Klaviyo flows for onboarding, replenishment, win-back, and a referral program tied to subscription tier.
03
— And we transformed
Their business.
Within a year, online revenue tripled and subscription became the dominant channel. The brand reads the same on a bag, a billboard, and a phone — and the team can ship a new SKU in days, not months.
The subscription ARR funded a third location with no outside capital.
— What we set out to do
- Modernize identity without losing craft heritage
- Launch a subscription-first e-commerce experience
- Set up lifecycle for retention from day one
04
— Here are
The results.
ROI
Subscription ARR funded a third location in 11 months.
Agency fees
$170k
Multiple
10x
Return (ROI)
$1.7M
Creative $60k + Web $110k = $170k. New subscription ARR within 11 months.
+214%
Online revenue YoY
47%
Subscription attach rate
+58%
Repeat purchase rate
1.9s
LCP on storefront
05
— And we're still
Working together.
Quarterly seasonal drops (packaging + landing pages), lifecycle optimization, and a slow-burn SEO program around brewing and origin content.
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