The brief
Salem came with a brand that had grown faster than its identity. The packaging was inconsistent, the site was a Shopify theme, and the subscription product had no story. The brief was to build something that felt as considered as the coffee.
What we built
New visual identity, packaging system across 14 SKUs, and a DTC site with a subscription engine front and centre. The tone moved from commodity to craft — same product, different frame.
What I learned
Subscription retention is mostly a trust problem, not a pricing one. When the brand feels deliberate, customers feel less buyer's remorse. The +108% retention lift came from making the product feel worth keeping.