DOSE Coffee

The brief

A specialty coffee roaster operating across European markets needed a redesign that could carry origin storytelling without losing the buyer to a wall of text, and a subscription flow that felt like a ritual rather than a contract.

What we did

• Homepage and PDP redesign focused on origin storytelling, the producer, the farm, the process, surfaced as visual blocks rather than long copy.
• Subscription flow rebuilt around frequency choice, pause/swap self-serve, and mid-month add-ons that don’t require contacting support.
• Checkout configured for tax-inclusive presentation across EU markets, with shipping clarity on the PDP rather than at checkout.
• Brand alignment between the storefront, packaging, and subscription emails, one visual language across every touch point.

Key decisions

• Subscription pause was made one click from the account page, not three. We argued that easy pause increases lifetime value rather than decreasing it, and treated the data as proof rather than something to fight.
• Origin pages were built as standalone storytelling pages linked from PDPs, not crammed into PDP accordions.

Tech stack

Shopify Basic, custom theme, Recharge for subscriptions, Klaviyo for lifecycle, Shopify Markets for EU multi-region.

Outcome metrics added once client confirms in writing.