Reference: Death Wish Coffee, a bold brand that sells through personality

Reference study for previewing the case-study layout. This is not my client work. All facts come from what’s publicly visible on deathwishcoffee.com and its public Shopify catalog data. Ideas and opinions are clearly marked as mine.

At a glance

Brand	Death Wish Coffee
Category	Coffee, drinkware and merch
Platform	Shopify
Catalog (public sample)	About 160 products: coffee, coffee bundles, apparel, mugs, accessories, brewing gear
Price range observed	About $5–$150; typical items around $35
Main product options	Size and type (for example ground, whole bean, pods)
Apps spotted in the code	Klaviyo (email & SMS), Rebuy (upsells), Smile.io (rewards), Gorgias (support), Bazaarvoice (reviews), Shop Pay

The challenge for a store like this

Coffee is a repeat purchase in a crowded market. The real goal isn’t the first sale; it’s getting people to come back every few weeks. The store needs a reason to visit again, an easy way to reorder and a brand people actually want to be part of.

Homepage walkthrough

1. A seasonal drop as the hero. “Back from the Gingerdead” introduces a limited flavour with a playful, on-brand headline.
2. Energy-drink-style messaging. “When life surges, so should you” keeps the bold voice going.
3. Event-like launches. “The spirits have been summoned” makes a product launch feel like a happening.
4. New Arrivals. A grid mixing coffee, pods, drinkware and merch, so every visit shows something new.

Catalog and navigation

• The catalog mixes coffee (about 37 products) with apparel (about 38), accessories, mugs, drinkware and brewing gear. Merch is as big as coffee.
• 25+ coffee bundles plus general bundles make it easy to buy more in one go.
• 126 collections include anniversaries, athlete and brand collaborations, landing-page carousels and flash sales, a sign of a busy campaign calendar.

Products and merchandising

• Products are offered by size and type, so the same roast fits different brewing habits (ground, whole bean, single-serve pods).
• Limited and seasonal flavours create urgency and repeat visits.
• Merch turns customers into fans and raises the order value.

Trust and conversion

• The store description highlights USDA Organic and Fair Trade Certified beans and a brand around since 2012: credibility in two lines.
• Reviews (Bazaarvoice) support the strong flavour claims with real customer feedback.
• Shop Pay makes checkout faster, especially for returning customers.

Retention: the real engine

• Rewards (Smile.io) give customers a reason to stick with the brand.
• Upsells (Rebuy) suggest add-ons like mugs or pods in the cart.
• Email and SMS (Klaviyo) announce drops and bring people back.
• Subscriptions (mentioned on the site) remove the need to remember to reorder.

Ideas I’d test

These are my own suggestions, not facts about the store:

• A “find your roast” quiz for first-time visitors.
• Showing subscription savings directly on product cards.
• A “complete your setup” bundle (coffee + mug + stir stick) in the cart.

What this teaches for your own case studies

• For repeat-purchase products, focus on retention: subscriptions, rewards, email.
• Show how the design supports the brand’s personality.
• Explain the campaign structure: drops, collabs and collections working together.