Offshore Coffee
My work with Offshore started when they had one coffee shop and a WordPress site that couldn't handle what they needed. A website redesign for Shopify turned into working with them opening four new locations across the Jersey Shore, creating a wholesale program supplying cafes and restaurants throughout the region, a rebrand, and new online product lines. Their online sales grew 900% from year two to year three.
The Website
Offshore has countless local customers among surfers, university students, and locals, but no infrastructure to sell online at scale. Each customer segment — retail, wholesale, and physical (cafe visitors)—had different needs: ordering, subscriptions and grind options, account management, location information, and online ordering.
The navigation was designed for three pathways: shop coffee beans, find locations, order food.
The product taxonomy had to be rearranged from supporting beans and subscriptions to merchandise, cold brew concentrate, matcha kits, wholesale inquiry forms, and partnership information. Each launch required coordination with marketing, the content team, their coffee experts, and technical implementation. Monthly specials needed landing pages, seasonal offerings needed homepage takeovers, new product templates for each new offering, and QR codes for additional coffee guides printed onto each product had to be set up.
Training
The site processes were documented so the team could maintain product updates and seasonal campaigns. Existing product lines can be updated without my intervention to focus on making decisions like what to launch next, what to prioritize, and what to cut.
