The Ground Coffee Co.
Minimalist coffee brand + DTC store with smart subscriptions
Coffee & E-commerce · Online + Retail · 10-week launch
At A Glance
My Role
Creative Director / Art Director / PM
Work
Brand system · Packaging & collateral · Shopify Plus store · Subscription flows · Marketing/automation
Tools
Shopify Plus, Klaviyo (marketing automation), Afterpay (plans), AR packaging, SMS reminders.
Timeline
Brand → launch in 10 weeks.
Deliverables
Logo/identity kit, packaging system, e-commerce site with subscription portal, automation playbook.
Challenge
Build a coffee brand that feels tech-savvy but human, and make online ordering & subscriptions dead-simple—so the DTC channel can carry growth, not just the café.
Direction
Design language: “tech-smart, not tech-cold”—clean typography, lots of white space, and warm cues (handwritten touches, “coffee stain” accent). The experience prioritizes reorder confidence with subscriptions, reminders, and education that gets out of coffee’s way.
Solution
Branding & Visual System
Monochrome master logo with rotating “coffee stain” accent colors; packaging built to look great on shelves and in unboxing videos; clear, legible type hierarchy across bags, labels, and shipping.
Web & Digital
Shopify Plus store optimized for subscriptions and rapid A/Bs; clean PDPs that foreground origin, process, and tasting notes. Customer portal tracks roast dates with pause/skip controls for frictionless management.
Content & Marketing
Klaviyo flows + email calendar; “Brew Timer” SMS reminders; photography guidelines so product visuals do the selling; AR bag scans tell origin stories.
AI & Automation
Predictive reorder suggestions based on consumption rate + seasonal favorites; on-site assistant answers brew questions and pairs beans with grinders/filters—driving AOV and cutting support volume.
$50K
in first-month online sales; 30% subscription adoption.
+22%
AOV from AI product pairings.
-40%
“how to brew” support tickets after education flows + assistant.
Closing
The Ground Coffee Co. shows how I lead brand + DTC + automation to turn a café label into a subscription-first business—with a store that educates, reminds, and sells. If you’re building a digital-led CPG brand, I can direct the identity, e-commerce, and smart flows that compound revenue.
