Brand · E-commerce
Emberline Coffee Roasters
A brand and online shop as bold as a dark roast, built for a small-batch roastery on the Leith shore.
- Emberline Coffee Roasters
- Allied House
- Brand Designer & Developer
- Role
- 2025
- Year
- 12 weeks
- Campaign
Chapter I · Context
The Realm
Emberline roasts coffee in twenty-kilo batches inside an old forge on the Leith shore. The coffee was winning awards, but the online shop was a template that looked like every other roastery on the internet.
Chapter II · Challenge
The Threat
The founders needed a brand that captured the fire and craft of their forge, and a shop that made subscriptions feel effortless. Most of their income came from wholesale, so direct sales had to grow quickly to fund a second roaster.
Chapter III · Approach
The Strategy
We built the identity from the forge itself: charred black, copper and a hand-cut wordmark inspired by the iron signage on the building. The shop puts the roast profile first, with a flavour wheel you can explore by taste, and a subscription flow that takes three taps instead of eleven.
Chapter IV · Outcome
The Victory
Online revenue overtook wholesale for the first time in the company's history, and the second roaster arrived six months ahead of plan.