Coffee websites,
worth the cup.
Melbourne has the most discerning coffee customers in the world. Every good roaster in this city is competing for attention from a market that knows origin, process and roast profile better than most of the rest of the world. If your website looks like a generic Shopify template with a coffee cup in the hero, you're losing before the bean hits the grinder.
A specialty coffee site does two hard jobs at once. It sells single-origin and blend bags to retail customers (who want traceability, roast dates, and tasting notes), and it pitches wholesale to other cafes (who need totally different information — pricing, minimums, training, delivery). Template sites can't do both well. Custom sites can.
What cafes and coffee roasters actually need.
Roast-date transparency on every product
Specialty coffee buyers care about the roast date. A bag roasted 3 days ago is dramatically different from one roasted 3 weeks ago. Custom product pages can show the real roast date in real time, pulled from the CMS. Template e-commerce can't.
Tasting notes, origin, process, altitude
Every single origin deserves its own dedicated product page with real origin data — farm, processing method, altitude, harvest date, tasting notes with rationale. The specialty buyers you want are buying on this information.
Wholesale as a first-class page, not a footer link
Wholesale revenue is often higher-margin and more predictable than retail for roasters. A proper wholesale page — with pricing framework, minimums, delivery, training options, barista support — deserves top navigation billing.
Cafe page with soul, not just hours
Your cafe isn't just a location — it's the brand extension. A cafe page should make someone want to visit specifically, not just show them the address. Photography, atmosphere, menu highlights, staff — the whole story.
Mistakes we see most of the time.
Shopify default product page
Default Shopify product pages are identical across every coffee brand using Shopify. If that's your store, your brand is flattened into the theme. Custom product pages in your stack break this pattern and let each bag tell its specific story.
No wholesale pitch at all
Many roasters have a 'wholesale' page that's just a contact form. That's not a pitch — it's a request to start a conversation. A proper wholesale page should answer 80% of a potential cafe's questions before they email you.
Cafe hours buried in the footer
If you have a cafe, it should be a lead feature on the site, not a footer link. A cafe visit is usually the easiest path to a first customer, and the site should treat it that way.
A Melbourne coffee roastery design study — product showcase, cafe page, story, order-by-email flow, wholesale pitch. Built to feel like a real Brunswick roastery, not a template.
Frequently asked.
Do you integrate with Shopify, or replace it?
Either. Some roasters want to keep Shopify for the backend (inventory, order management, payment, shipping) but replace the theme with a headless frontend we build. Others want to go fully custom with Stripe + Sanity. We do both depending on the client's existing workflow.
Can you build the wholesale application and account flow?
Yes. Wholesale accounts usually need a different pricing tier, volume minimums, different contact information, and sometimes different shipping rules. We can build a wholesale portal that sits alongside the retail store with its own login and ordering flow.
Do you handle the coffee photography?
We can coordinate a shoot — bag photography, cafe photography, process shots — with Melbourne photographers. Budget typically $1,500–$3,500 for a day shoot covering the bag range, the cafe space, and hero imagery.
Let's build yours properly.
Book a free 10-point audit of your current site. We'll send the report back within 48 hours, and you keep it whether you hire us or not.
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