All work
Brand + DTC · 2024
Marlow — speciality coffee subscription
Brand refresh + Shopify subscription flow for a speciality roaster with 4 origin programmes.
Client
Marlow Roasters
Industry
Speciality coffee · DTC
Duration
8 weeks
Year
2024
ShopifySubscriptionsIdentity
Marlow
Speciality coffee
Palette
v 1.02024
Fig. 01 — Production UI · 2024Marlow Roasters
Year
2024
Category
Brand + DTC · 2024
Stack
ShopifySubscriptionsIdentity
Scope
- Brand refresh
- Shopify subscription UX
- Origin content system
- Photography direction
The challenge
What they needed to solve.
Subscription churn at 18%/mo. Brand felt like every other indie roaster. Origin stories buried in PDFs.
Our solution
How we approached it.
Quiet brand refresh, origin-led PDP storytelling, subscription pause/swap flow that doesn't punish cancellers.
Web design
Design decisions.
Palette
#2b1f15
#f5ece0
#c97a4a
#5a3a20
#8a7158
Typography
- AaDrawn wordmark — Marlow
- AaGT Alpina — origin headers
- AaSöhne — UI
Layout system
Photography-led PDPs, origin essays embedded above ATC.
Design highlights
- Pause-not-cancel flow with one tap
- Origin essays as scrollytell
- Print-quality photography pipeline
Before · After
What changed.
Marlow
Speciality coffee
Palette
v 1.02024
Marlow
Speciality coffee
Palette
v 1.02024
Drag to compare ←→
Fig. 02 — Drag handle to reveal before / afterMarlow Roasters
Marlow
Speciality coffee
Palette
v 1.02024
Generic indie-roaster theme, hidden origin info, harsh cancel flow.
Churn / mo
18%
LTV
£86
Conv. rate
1.2%
Session
0:42
Marlow
Speciality coffee
Palette
v 1.02024
Origin-led PDPs, pause/swap flow, refined identity.
Churn / mo
7%
LTV
£128
Conv. rate
3.4%
Session
2:18
Results
What we measured.
01Churn 18% → 7%
02Subscription LTV +£42
03Origin pages drive 38% of revenue
04Featured in Standart magazine