Specters
Coffee built for performance, shaped by sharp design.
The Challenge & Research
Specters started as a coffee brand tied to a charity angle. It sounded good, but it didn’t feel believable. The story didn’t match the product, and the brand lacked a clear point of view. That disconnect made everything harder, from messaging and content to packaging and the Shopify experience.
We stepped back and challenged the premise. Through workshops and direction sprints, we uncovered the real heartbeat of the brand: Specters is for people chasing progress in everyday life. Athletes, creatives, builders, anyone trying to show up better tomorrow than today. That insight became the foundation for a complete repositioning.
The Redesign & Results
We made a deliberate pivot from borrowed meaning to owned meaning. Instead of leaning on a charity story, we built a performance led brand rooted in personal bests, with caffeine as a tool and self improvement as the core narrative. The tone became calm, confident, and human, and the messaging became clear and repeatable.
With the strategy locked, we translated it into a scalable brand system across identity, packaging direction, Shopify touchpoints, and content templates. The result is a brand that feels true, premium, and consistent everywhere it shows up, and a system that makes future launches faster and easier to execute.
We’re currently building toward a full relaunch and the waitlist is already getting traction. The clearest early result is stronger retention momentum from existing customers, especially subscriptions. We love the work Gwen and Martin did, 10/10 would recommend.
SPECTERS
+187% Revenue after re-launch
