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£10,000 in sales a month within three months
Syptual is a functional coffee brand I took from a name on a page to a nine SKU range selling on Amazon and on its own Shopify store. I ran creative direction across the identity, the packaging, the D2C site and the content system that keeps both channels consistent as the range grows.
Build something people subscribe to, not just buy once
Functional coffee is a crowded category full of products that taste like a compromise. The opening was flavour, and the opportunity was repeat purchase. A brand that only sells on Amazon is renting its customers. The job was to build one that owns them.
So the brand had to work twice. Premium at thumbnail size on a marketplace listing, and warm enough in the hand to earn a standing order. Everything downstream, the packaging, the site, the content system, was designed against that.
Turn a first order into a standing one
The marketplace brings people in. The site is where they stay. A brand that only sells on Amazon is renting its customers, so the D2C store was designed around one decision rather than a catalogue: pick four weekly packs, and choose whether this is a one off or a monthly habit.
Subscribe and save sits above the one off option and is priced so the choice makes itself, with the commitment framed honestly as pause or cancel anytime. Hiding that would win the first order and lose the second.
The bundle builder solves the real objection in a four flavour range, which is not knowing which one you will like. Building the box is the trial, and it turns the risky purchase into the obvious one.
A feed that builds itself
The same content source feeds the Instagram grid. Templates hold the type, the crop and the colour rules, so a week of posts is an input job rather than a design job, and the feed never drifts away from the packaging.
One source, every channel
The marketplace gallery for Original, single pack and four pack, main images through to the benefit, ingredient and serving modules. Packaging, A+ modules and listing imagery all come off the same content source, so a new SKU ships without rebuilding the thinking each time.
Scroll through the gallery, then the Premium A+ modules underneath it.