No store
Every sale happened face to face. Nobody could order a bag from home.
Case study · Reading, PA
A coffee roaster’s first online store, built for them to run.
Curt and Sandra roast light-to-medium coffee in small batches on Park Road in Reading. People found them at farmers markets and on Instagram, and there was no way to buy a bag online. They needed a store they could run themselves.
September 2026 · the brief
Wholesale first, and simple enough to hand over.
Their priority was selling to cafés, coffee carts and shops, not just one bag at a time. They also wanted subscriptions, gift cards and an email list. And after launch, Curt would run it.
Wholesale by word of mouth
Shops interested in carrying the coffee had no page to read and no way to ask for samples.
A look they’d picked
They asked for something minimal and Scandinavian: lots of white, with one indigo accent of their own choosing.
What I did
A Shopify store, set up so they can change it themselves.
01 · The store
Every coffee, described the same way
Each bag has its own page with the roast level, process, body, acidity and caffeine pulled from the product’s own fields. Their lineup rotates, so a new coffee gets a full page as soon as they fill those in.
02 · Wholesale
A page for shops, with a samples form
A wholesale page that speaks to cafés, carts and caterers, with a samples form that asks what they pour now and roughly how much a week.
03 · Repeat orders
Subscriptions, shipping and pickup
Subscribe & Save takes 10% off every bag. Shipping is a flat $5 and free over $50. Locals can order online and pick up on Park Road. There’s a sign-up for their “Roast-day notes” emails, too.
04 · The handover
Their words, their photos, their store
The copy is built from the drafts Curt and Sandra wrote. The photos are from their own shoot. After launch they took over, and the edits they’ve made since are theirs to keep.
November 2026 · where it stands
Live since October 2, and run by the owners.
This was a build-only project. The sales numbers belong to Curt and Sandra, so this page sticks to what you can see on the live store.
13coffees
for sale online
for sale online
10%off every
subscription bag
subscription bag
3shops listed
on the shelf
on the shelf
1–2days to ship
an order
an order
Photography on the Beans on Park store by Kendel Wike Photography, shown with permission.
How this was checked. Store features, prices, the coffee count, the shipping time and the shops listed: the live store, November 7, 2026.
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