Subscription commerce
Roastline
A subscription people pause instead of cancelling
- Sector
- Subscription commerce
- Location
- Dubai, UAE
- Year
- 2024
- Kickoff to production
- 12 weeks
Brand, packaging and subscription mechanics for a speciality roaster losing half its subscribers before the third bag.
Roastline roasted well and communicated badly. The plan could not be paused, so people cancelled instead of skipping. The packaging said nothing about what was inside, and changing grind meant sending an email.
- 01
Pause beats cancel
Skip, delay and change are one tap. Making it easy to stay for a month solved the churn that discount codes never touched.
- 02
Packaging that teaches
Roast date, origin, grind and a two-line brew guide, printed where a customer actually reads them: on the bag in their hand.
- 03
A voice, not a discount
We rebuilt the brand around the roaster's real obsession, which finally gave the emails something to say other than twenty per cent off.
Third-bag retention rose sharply, and the average subscriber now stays through multiple seasonal changes instead of one.
What changed
- Retention rebuilt
- Third bag
- Subscription that sticks
- Seasonal
- Shipped together
- Brand + pack
Stack
- Next.js
- Shopify
- Klaviyo
- Vercel
- Figma
Disciplines applied
- Brand & growth strategy
- Web & digital infrastructure
- Data & analytics
