Velvet Bean
Timeline
5 weeks
Platform
Next.js + Keystatic
Location
Melbourne, Australia
Services
Brand Identity, Packaging, Campaign
The problem
Velvet Bean was a specialty coffee roaster with a devoted wholesale following but no direct-to-consumer channel. Their packaging was indistinguishable from commodity roasters, their sustainability story was buried in fine print, and they had no website — just a PDF menu that nobody could find. Premium buyers couldn't justify the price premium because the brand couldn't communicate it.
The strategy
We built a quiet, grounded brand world that puts the product first. Earthy tones drawn from the sourcing origins, hand-drawn detail that signals craft, and packaging that tells the farm-to-cup story in a single glance. The website became the subscription and retail engine: a clean product showcase, origin stories that justify the premium, and a checkout flow that makes recurring orders effortless.
The outcome
A roastery brand that commands premium shelf placement and a site that converts curious browsers into committed subscribers. The sustainability story is now the centrepiece, not the footnote.
Measurable results
4.2×
Subscription signups
direct-to-consumer subscriptions in 90 days post-launch
+60%
Wholesale account growth
new retail partnerships in the first 6 months
+35%
Average order value
direct site orders vs. prior wholesale-only revenue
From the client
“We had no direct-to-consumer channel and packaging that looked like every other roaster. OREENZA built a brand world that tells our farm-to-cup story at a glance and a site that actually sells subscriptions — signups grew over 4× in 90 days, and wholesale partners started reaching out to us for a change.”
Emma Hartley
Founder/Velvet Bean
Your move
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