Coffee Angel

Coffee Angel came to us with two storefronts pulling in different directions. The main coffeeangel.com store needed a rebuild on a modern Shopify theme, with the product experience a specialty coffee brand lives or dies by. The B2B side was spread across two systems with no single view and a wholesale experience that no longer matched the brand.

We built a new, on-brand theme for the D2C store with tasting notes and coffee characteristics designed into the product cards, then cloned it into a dedicated Shopify store for wholesale, integrating a dedicated B2B commerce app, so trade pricing and ordering sit behind a proper login. The result is one platform, one design language, and a B2B operation that finally lives where the rest of the business does.

The Brand

Brewing coffee in Dublin since 2004, Coffee Angel has built a following on quality and a clear point of view about how coffee should be sourced, roasted and served. The business runs across physical cafes, catering and an online store, with a range covering signature blends and single origins, brewing equipment, subscriptions, gifting and Irish ceramics. Alongside it sits a sizeable trade operation supplying cafes, offices and wholesale partners.

The Challenge

The business had outgrown its setup on two fronts, neither of them a broken store so much as a structure that no longer kept pace:

• A dated D2C experience: The existing theme couldn't take advantage of Shopify, ruling out sections anywhere and the advanced filtering shoppers expect when browsing coffee by origin, roast and flavour. Tasting notes and coffee characteristics are central to how Coffee Angel sells, but the storefront had no consistent way to surface them.

• A fragmented B2B stack: Wholesale ran across two systems with no shared view of customers or trade activity, and no clean way to keep pricing and ordering behind a login, so the trade experience couldn't be controlled the way a B2B operation needs.

• Manual, fragile filtering: Collections were driven by direct linking and product tags, a setup that gets harder to maintain as the catalogue grows.

Building For Both Sides Of The Business 

The brief was a single platform that could carry both storefronts without compromising either. We sequenced the work so the coffeeangel.com build came first and became the master theme, then built the wholesale store on workflow.coffee as a clone of it. That kept the two stores visually consistent and gave the team a single front end to maintain rather than two unrelated builds.

Key Deliverables:

• A new Shopify theme
• Reworked product cards and pages
• Native Shopify storefront filtering
• A bespoke carbon calculator section built into the theme
• A cloned wholesale store on workflow
• Gated B2B pricing and checkout

Our Focus

Designing around tasting detail: The product card and quick-buy were reworked so tasting notes and characteristics are part of the design rather than buried in a description, giving shoppers the information they actually buy on at the point they're choosing.

Configuring dedicated B2B commerce app the right way: We integrated a B2B commerce app into the cloned theme and styled its components to brand, then set it so wholesale customers can browse freely while pricing and ordering stay gated behind an eligible, logged-in account. We advised validating trade orders in the Shopify admin, the sensible safeguard for any gated B2B setup.

Protecting SEO through the change: With coffeeangel.com already on Shopify, we treated the critical SEO factors as something to retain and carry across cleanly during the theme transition rather than risk in the move.