Project Brief

Brazier came to us with a clear ambition: compete digitally with established roasters like Origin, Rave, Extract and Union — without losing what makes Brazier special (a thriving café in Wellington and a roastery the public can visit). The old site wasn’t doing the brand justice. Subscription UX was clunky, the split between services wasn’t clear, and the overall experience didn’t feel premium enough for the category.

We rebuilt the website on Envelope with a bespoke design system, a reworked information architecture, and ecommerce features built around repeat purchase behaviour — including “Subscribe & Save” baked into the product experience, customer logins, and subscription management. The build included a full product data restructure and migration, using spreadsheet exports/imports to recreate clean product data inside Envelope.

Alongside the website, we run a full-service marketing partnership including reporting, Google Ads (Search, Shopping and Performance Max), paid Meta campaigns, subscription management, and ongoing conversion optimisation.

Project Background

Brazier Coffee Roasters already had the foundations many brands spend years trying to build: a physical destination, a loyal local audience, and a product people genuinely rate. The opportunity was turning that into a digital engine — one that drives one-off ecommerce orders, grows predictable subscription revenue month by month, and increases wholesale enquiries over time.

In the coffee space, “good enough” doesn’t cut it. The bar is high, customer expectations are set by the top roasters, and the difference between browsing and buying often comes down to usability: how fast a customer can choose, configure, trust, and checkout — especially on mobile.

About the Project

This wasn’t a template build. We designed Brazier’s website to feel confident, premium and category-appropriate — supported by bespoke icons and a product page that reduces friction for repeat purchase. Subscriptions were treated as a first-class purchase option, not a bolt-on.

From a systems perspective, we integrated Stripe for payments and built the ecommerce experience to support user accounts, subscriptions, and management actions (pause, skip, swap products, update frequency, update address/payment, cancel). We also integrated Royal Mail Ship and Drop to keep fulfilment efficient as order volume grows.

How we do it

Achieving results for Brazier Coffee Roasters

Bespoke design built to compete at the top end

We created a design system that feels at home in the premium coffee space — clean, confident typography, bespoke icons, and product presentation that makes choice feel straightforward rather than overwhelming. The goal was credibility and clarity: a site that looks like a serious roaster, and behaves like a serious ecommerce business.

Subscription-first product pages

Subscriptions were designed into the product journey from day one. Customers can choose grind type, size, and subscription preferences without hunting for options. The experience is built to support repeat buying habits, increasing subscription uptake and making it easier to stay subscribed.

Customer logins and full subscription management

Once someone subscribes, the relationship starts — it doesn’t end. We built customer accounts with subscription management controls so people can manage their coffee without emailing support: pause, skip, change frequency, change address/payment, swap products, or cancel. That improves retention and reduces operational load.

Smart ecommerce features that lift average order value

We implemented gifting options, upsells and cross-sells, and a structure that supports additional revenue streams like course and event bookings — helping Brazier increase basket value and introduce customers to more of the brand.

Operational readiness: Stripe + Royal Mail Ship and Drop

We integrated Stripe for payments and Royal Mail Ship and Drop for fulfilment, ensuring the day-to-day behind the scenes can keep pace as online orders scale. The point isn’t “more tools” — it’s fewer bottlenecks.