Northline Roasters · 2024
A new mark, a new type system, and a site built around the one thing that actually sells coffee online: knowing exactly where and when it was roasted.
Engagement
Northline made genuinely excellent coffee and looked like every other roastery online. The brand had no point of view, and the site buried the one detail their best customers cared about most: roast date and origin. Subscriptions were flat, and repeat orders were leaking to competitors who told a clearer story.
We rebuilt the brand from the positioning up, landing on freshness and traceability as the ground Northline could own, then designed a mark and type system with a clear point of view.
The new site puts roast date and origin front and center on every product, with photography direction that makes the craft feel real instead of stock.
We built it in Webflow so the Northline team could post new roasts and stories on their own, no developer needed.
“We finally look like we taste. The freshness story was sitting there in plain sight, and ELLOR built the whole brand around it.”
Thirty minutes, no deck, no pressure. Just a straight conversation about what's working and what isn't.
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