Results
- online revenue in the first six months
- +64%
- of web orders now placed on subscription
- 41%
- new stockists in the launch quarter
- 12
The challenge
Halden's beans kept winning blind tastings, yet on the shelf they disappeared between a dozen kraft-paper bags with near-identical labels. Online, subscriptions were an afterthought, so regular customers drifted back to the café counter or to cheaper supermarket brands. The brief was simple to say and hard to do: make Halden recognizable from two meters away, and make reordering effortless.
Our approach
We started at the roastery, mapping the decisions people make in the few seconds they spend in front of a coffee shelf. That led to a system where every roast owns a bold field of color, with tasting notes set large on the front instead of buried on the back. Online, we redesigned the store around subscriptions first. A three-question quiz recommends a roast and a delivery rhythm, and customers can pause, skip or swap a bag in one tap.
The outcome
The new bags launched with 12 stockists in March and sold through the first production run in five weeks. Within six months, subscriptions had become Halden's largest single source of revenue.
Verso understood that our coffee was already great. They made people notice it, and then made it effortless to keep buying.
Marieke de Vries
Founder, Halden Coffee Roasters
