Client
Ember & Oak Coffee Co.
Services
Brand Direction, Website Design, UX/UI, E-Commerce Strategy, Copywriting
Year
2025
Project Overview
Ember & Oak is a concept specialty coffee brand built around better coffee and slower, more intentional mornings. We created an e-commerce experience that brings together small-batch coffee, brewing essentials, subscriptions, and educational content within one cohesive lifestyle brand.
The goal was to make shopping specialty coffee feel approachable while still communicating craftsmanship and quality. Warm editorial design, product-focused storytelling, transparent sourcing, and simple navigation guide customers from discovering a roast to building an everyday coffee ritual.
The Approach
The experience was built around ritual, craftsmanship, and discovery.
Instead of treating the site as a traditional product catalog, we created multiple ways for customers to enter the brand. Visitors can explore best sellers, shop by category, discover a featured reserve, learn about sourcing, browse brewing guides, or start a recurring coffee subscription.
The visual direction supports that slower, more intentional positioning through warm imagery, restrained layouts, and conversational copy. At the same time, practical messaging around roast freshness, shipping, sourcing, and subscription flexibility gives customers the information they need to confidently purchase.
Designed Around the Ritual
The customer journey extends beyond simply choosing a bag of coffee.
Coffee beans, brewing equipment, drinkware, and gift sets are organized into clear shopping categories, while educational brewing guides help customers get more value from what they purchase. The brand’s subscription experience creates another natural pathway for customers who want fresh coffee delivered on a recurring schedule.
Brand storytelling also plays an important role. Direct sourcing, above-Fair-Trade purchasing, recyclable packaging, and carbon-neutral shipping are presented as part of the overall experience rather than separate corporate messaging.
The result is a digital storefront that feels warm, thoughtful, premium, and rooted in everyday ritual.
Built to Convert
The site combines lifestyle storytelling with clear e-commerce strategy.
Best sellers provide an immediate starting point for new customers, while category-based shopping makes deeper product discovery easy. Free shipping over $50 creates a clear purchase incentive, and testimonials add social proof throughout the customer journey.
The Ember Subscription introduces recurring revenue through flexible delivery options, subscriber discounts, and early access to seasonal releases. Email capture offers an additional retention opportunity through monthly content and a first-order incentive, helping turn one-time visitors into repeat customers.
