2024
Founded in 2013, Alfred Coffee has become a staple in Los Angeles’ vibrant coffee scene. With 19 locations across California, including popular spots in Beverly Hills, Silverlake, and Venice, as well as outposts in Austin, Texas, and Kuwait, Alfred is renowned for its iconic “But First, Coffee®” mantra and stylish, Instagram-worthy cafes.
Beyond its physical locations, Alfred has expanded its reach through a robust online presence. Their e-commerce platform offers a variety of products, from signature blends like their Espresso Coffee to specialty items such as their World Famous Vanilla Syrup. Additionally, they provide subscription services, allowing customers to enjoy their favorite brews delivered directly to their homes,
Shopify Website Redesign
When Alfred Coffee approached G&G, their e-commerce platform needed a fresh perspective. The goal was clear: transform their online experience to better align with their vibrant brand, streamline the shopping journey, and boost conversions. As the senior designer, I led the redesign process from start to finish—creating user-centric wireframes for their Shopify store, collaborating closely with a developer for the front-end build, and overseeing every step of the design execution.
We started by analyzing Alfred’s brand identity and their customer journey, ensuring that the design was as approachable and playful as their coffee shops. The website needed to reflect the energy of the brand while creating a smooth, intuitive shopping experience. We focused on enhancing product presentation, simplifying navigation, and creating a cohesive flow that encouraged exploration and purchase.
Working within Shopify’s platform, we designed wireframes that aligned with Alfred’s needs and goals. We then brought the design to life, ensuring responsiveness and seamless functionality across devices. The result was a modern, visually engaging online store that not only elevated the brand’s digital presence but also improved their e-commerce performance, creating a streamlined and enjoyable shopping experience for every customer.
This redesign didn’t just make the site look better—it made it work better for Alfred Coffee’s customers, helping them connect with the brand in new ways while driving business results.
Elsy is a woman-owned creative studio in Portland, OR. We partner with the most talented creatives and freelancers to tell your story and achieve your goals.