Case Study - Brand & Digital Experience

Roasting a strategy-led brand out of a website that read as generic e-commerce, not a craft roaster.

Peak Flavor Coffee roasts to order and ships fresh premium coffee direct to consumers. Anna led the brand and digital experience end to end — diagnosing why the site undersold a premium product, turning that research into a strategic redesign, and building the visual system that carries the brand from homepage to inbox to Reddit feed.

ANNA'S SCOPE

UX research & strategy
Site redesign & IA
Visual & brand identity
Photography direction
Packaging & campaign creative

Website before implemented changes:

01 — DIAGNOSIS

A premium roast, presented like a hobby site

In first-look research, shoppers didn't doubt the coffee — they were unsure of the brand. The homepage buried products under a long scroll of duplicate calls-to-action, tasting notes were nowhere to be found, and the visual language read as generic e-commerce rather than a craft roaster.

02 — STRATEGY

Turning sticky notes into a strategic framework

Anna ran the affinity-mapping session herself — sorting raw feedback into themes, then synthesizing it into a four-stage framework the whole team could build against.

"Grew a premium coffee brand while ensuring a clear and approachable experience for customers."

— STATED OUTCOME, UX STRATEGY WORK

03 — EXECUTION

Turning strategy into a shipped storefront

Every opportunity from research became a concrete build. The homepage narrowed to one path per decision. Product pages absorbed the tasting-note detail coffee people actually shop by. Bundles, subscriptions, and cross-sells replaced the single-SKU sales pitch.

04 — BRAND SYSTEM

A hand-drawn language for a roasted-to-order brand

Anna directed a chalkboard-illustrated icon set — hand-inked scoops, drippers, and grinders — that gives the brand a made-by-hand feel across the site, packaging, and merch. The same mark carries onto the 3D product renders used in ads and email.

05 — CAMPAIGN

"Can coffee make you happy?"

For Reddit's coffee communities, Anna wrote and directed a small performance campaign linking the daily ritual of coffee to mood — pairing lifestyle photography with headlines built to earn a click without reading like an ad.