PROJECT

Shopify Redesign, Theme Customisation, Shopify Strategy, Abandon Checkout Email

CLIENT

Inspired by tattoo culture & heavy music, Death Before Decaf is a 24/7 purveyor of high quality coffee & tunes without all the fancy embellishments of the specialty coffee scene. The brand was built by the creative brains, passion & hard work of Carl & Nicola. A couple with a mutual love of coffee, tattoos & the heavy music scene.

Project Goals

Death before Decaf reached out to us completely rebuild their website. The site was giving ‘spooky’ vibes and did not align with their aesthetic. Our goals for this website were to:

• Simplify the online coffee purchasing process for users
• Improve the Coffee Subscription offering for customer convenience
• Provide clear information about the Espresso Bar’s address and directions
• Enhance the overall user experience through a well-structured sitemap, intuitive navigation and effective categorisation of products
• Refine the brand’s message and convey it visually in a simple yet compelling manner
• Redesign the website to align seamlessly with the established brand identity
• Eliminate the spooky vibes, replacing it with high impact brand photos of Death Before Decaf’s people and venue
• Integrate Carl + Nic’s story throughout the site to establish a personal connection with visitors
• Boost sales through an Abandon Cart Email strategy
• Optimise the website for a seamless mobile experience

These goals collectively aim at transforming the website, ensuring user-friendly functionality, brand cohesion and an engaging narrative to drive sales and customer connection for Death Before Decaf.

Strategic Features

COFFEE SUBSCRIPTIONS

For customers, the convenience of receiving their favourite Death Before Decaf beans regularly without the need for repeated orders enhances customer satisfaction — nobody likes waking up to realise that they’re out of coffee beans!

And a well-executed coffee subscription model also creates a sustainable and predictable business model for Death Before Decaf’s espresso e-commerce store. The coffee subscription strategy aims to —

• Foster customer loyalty by establishing recurring relationships, leading to higher retention rates
• Generate predictable revenue through subscriptions to help with financial planning and inventory management, which provides overall business stability
• Offering subscription discounts serves as a powerful incentive, attracting more subscribers and encouraging existing customers to commit to recurring plans
• The community-building aspect of subscriptions, coupled with reduced marketing costs and valuable data insights, strengthens brand-consumer connections

MEGA MENU & NAVIGATION STRATEGY

We wanted to make it really clear that DBD offers both an espresso bar and e-commerce store. So we included the tagline ‘24/7 Espresso Bar — if you’re up we’re open’ and ‘Brunswick Street, Newfarm’ linked to Google Maps in the announcement bar.

Then we restructured the navigation to Purchase Coffee (Mega Menu), Espresso Bar (Mega Menu), Merch, Contact & Cart.

A simple, strategy-led navigation ensures that users can navigate your site and find the products or information to convert!

LOGO MARQUEE FOR COLLABORATIONS

Death Before Decaf actively collaborate with bands to craft specialty blends tailored to their target market.

Notably, their collaboration with Northlane, a bond forged backstage at Knotfest Brisbane, led to the creation of two distinct varieties – the “Obsidian” espresso blend and the “Carbonised” Single Origin Filter.

As a brand deeply entrenched in the music scene, Death Before Decaf has fostered strong connections and existing collaborations. Leveraging this, we proudly showcased logos from well-known hardcore bands, strategically aligning with the DBD target audience to further enhance brand trust.

WWW.DEATHBEFOREDECAF.COM.AU