Loveless Coffees

Portfolio Project

Iced coffee next to iPhone with Loveless Coffees website open

About

Loveless Coffees is a Brooklyn-based specialty coffee roaster and café known for thoughtfully sourced coffees and a distinctive New York–Nordic roasting style.

The goal of this project was to improve the website experience within their existing Shopify theme, making it easier for customers to discover coffees, subscriptions, and café information while strengthening the brand story throughout the site.

Design Direction

Working within the constraints of the existing Shopify template, I reorganized homepage content to create a clearer customer journey and improve product discovery. Key updates included refining content hierarchy, improving calls-to-action, and enhancing navigation to better showcase coffees, subscriptions, and the Loveless brand.

I also conducted a site-wide audit, identifying opportunities to improve usability, accessibility, and SEO.

Loveless Coffees purchase options on homepage

Woman on laptop with Loveless Coffees homepage open

The Outcome

The refreshed site provides a more intuitive shopping experience while better communicating the craftsmanship and personality behind the Loveless brand. Improved navigation, clearer messaging, and SEO enhancements help customers explore products more easily and support continued online growth.