Anom Cafe Club
We partnered with ANOM Café Club to turn a monthly coffee subscription into an act of discovery, giving specialty coffee drinkers a new origin to explore every month instead of the same bag on repeat.
ANOM sources single origin coffee directly from producers across Tanzania, Kenya, Colombia and beyond, roasts it fresh, and ships it monthly.
The product was strong, but subscriptions carry a specific kind of hesitation. People want the discovery without the feeling of being locked in.
We rebuilt the experience around that tension. The new site leads with the ritual, proves the quality against the alternatives people already buy, and removes the commitment anxiety before it becomes a reason to leave.
Process
.webp)
.webp)
Discovery Framed as the Core Promise
The homepage opens on a single idea, taste, explore, repeat, and gives it a concrete monthly rhythm. A live origin banner tells visitors exactly where this month's coffee comes from, turning an abstract subscription into something with a name, a place and a reason to come back.
Objection Handling Built Into the Layout
Specialty coffee costs more, so the page earns that price before it asks for the sale. A three way comparison places the brand between industrial and luxury coffee across traceability, roasting, sustainability and producer pay, while a dedicated answers section resolves flexibility, format and cancellation questions at the exact moment doubt appears.
An Illustrated System That Carries the Brand
Custom character illustrations run through every section, from the process steps to the origin map to the footer wordmark. They give a commodity category a distinct personality, keep long educational sections readable, and make the brand instantly recognisable across packaging and web.
.webp)
.webp)
.webp)
.webp)
.webp)
The ANOM store was rebuilt around a simple sequence, curiosity first, proof second, commitment last. Instead of pushing the subscription immediately, the new structure lets visitors understand how the club works, see who is behind the coffee, compare it honestly against what they already drink, and only then commit. Every section answers one specific hesitation, so the path to checkout feels earned rather than pushed.
.webp)
.webp)
.webp)
.webp)
Color Palette
A warm, low contrast base keeps long educational sections comfortable to read and gives the product photography room to breathe. Two saturated accents carry all the energy, one driving every call to action and one flagging offers and highlights, so attention always lands where the business needs it.
Typography
A rounded, characterful display face gives headlines the playful confidence of an independent roaster, while a technical monospaced companion handles body copy, labels and table data. The pairing signals craft and traceability at once, and the strong size contrast keeps hierarchy clear across dense comparison and FAQ blocks.
The illustrated system does the heavy lifting the photography cannot. Hand drawn characters guide users through the process steps, the origin journey and the fun facts, breaking up information density and keeping the scroll enjoyable rather than instructional.
Closing (visual system → conversion)
Conversion mechanics stay consistent throughout. Social proof appears above the fold, a single primary action repeats at every decision point in the same accent colour, the comparison table pre-empts the price objection, and the answers section closes the remaining risk. The result is a store that educates and sells in the same scroll, without ever feeling like a sales page.
.webp)
.webp)
.webp)
.webp)
.webp)
"We were worried a subscription site would feel like a trap, and that is exactly what we did not want. Charly built something that explains the club properly, gives people room to understand it, and still sells. Our sign ups come in warmer now, they already know what they are getting."