Ochtendrood
An online store for a small-batch coffee roaster, built around weekly roasts and subscriptions that feel flexible rather than binding.
A self-initiated concept for a fictional brand, made to show how we approach a brief. It is not client work: the brand, its products and every detail shown are invented.
The brief we set ourselves
A fictional roaster in The Hague sells most of its coffee over the counter and wants an online store that feels as warm as the roastery. The brief we set ourselves: make the weekly roasts easy to browse, make subscriptions feel flexible, and give the brand a voice that stands out among brown coffee bags.
Phone layouts are designed alongside desktop, not squeezed from it: the same content, arranged for one hand and a small screen.
Approach
- 01
Colour from the packaging out
Each origin gets its own bag colour, which carries through product tiles, filters and the subscription flow. The bright red frame is reserved for the brand itself.
- 02
Products first, story second
This week’s roasts sit directly below the first screen, with origin, tasting notes and price visible without opening a product page.
- 03
Subscriptions without fine print
Frequency, pause and skip options are shown up front, so the commitment is clear before anyone signs up.
What the site would include
- Home page with the weekly roasts
- Product listing with filters by brew method
- Product pages with origin, tasting notes and brew guide
- Subscription builder
- Wholesale enquiry page
- Journal for brew guides and farm stories
How we would build it
We would build this on an established commerce platform such as Shopify, with a custom theme. The roaster manages products, stock and orders in a familiar admin, and recurring orders run through the platform’s subscription tools.
More about online stores