The challenge
Harborlane competed on price in a category where price is a race to the bottom. Packaging looked generic on shelf, the subscription was buried, and repeat purchase sat at 18%.
What we did
We repositioned the brand around the morning ritual rather than the bean, rebuilt the identity and packaging system, and redesigned the site so subscription was the default path rather than an upsell. Lifecycle flows were rewritten around habit formation.
The outcome
Average order value doubled from $24 to $49, subscription share of revenue reached 57%, and repeat purchase rate rose to 41% within two quarters.