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A 400% increase in online sales: the rebrand that unlocked a new market for Shanghai’s artisan roaster

Service Tier : PICNIC – The Full Launch Rollout

Sumerian Coffee Roasters was one of the first companies in China to roast their own beans on site. Owner Dave Seminsky knew the artisan blends had serious appeal beyond his own cafés — particularly to Shanghai’s premium hotel market — but the existing brand and sales channels weren’t built to reach that audience. Cultivate was brought in to refresh the brand identity and design the website that would become Sumerian’s primary B2B and retail sales channel.

Results

400% increase in online sales volume Retail sales nearly doubled (2x)
Wholesale client base grew by 43% Daily web traffic grew from 100 to 500 visitors
Average time on site increased from 3 minutes to 16 minutes
Solution

The rebrand simplified the core identity and created a visual language that flexes across packaging, digital, and in-store. The goal: signal ‘premium artisan’ to hotel buyers while staying approachable for retail.

What they say;

“Cultivate delivered exactly what we needed — a brand that positioned Sumerian as the premium choice for Shanghai’s best hotels. The rebrand and website drove a 400% increase in online sales and grew our wholesale client base by 43%. Having worked with many designers, Victoria’s ability to understand our customer and translate that into results is unmatched.”

Dave Seminsky – Owner, Sumerian Coffee Roasters
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The rebrand simplified the core identity and created a visual language that flexes across packaging, digital, and in-store. The goal: signal ‘premium artisan’ to hotel buyers while staying approachable for retail.
The rebrand simplified the core identity and created a visual language that flexes across packaging, digital, and in-store. The goal: signal ‘premium artisan’ to hotel buyers while staying approachable for retail.
Subtle, sophisticated pattern on packaging with a flexible layout for different blends and a practical hand-labelling solution. Premium design that works in the real world.
Subtle, sophisticated pattern on packaging with a flexible layout for different blends and a practical hand-labelling solution. Premium design that works in the real world.
The website became Sumerian’s primary sales channel. Every element was designed to build trust and authority with new B2B customers.
The website became Sumerian’s primary sales channel. Every element was designed to build trust and authority with new B2B customers.
Form language carries through diagrams, icons, and infographics — turning education into a brand experience.
Form language carries through diagrams, icons, and infographics — turning education into a brand experience.
The flexible brand system allowed Sumerian to create custom event packaging and collaborations that felt distinctive and expressive while remaining instantly recognisable as part of the core identity.
The flexible brand system allowed Sumerian to create custom event packaging and collaborations that felt distinctive and expressive while remaining instantly recognisable as part of the core identity.
The brand system was built to grow. Every new touchpoint extends the identity consistently.
The brand system was built to grow. Every new touchpoint extends the identity consistently.
Custom infographics turn the coffee process into visual storytelling, reinforcing Sumerian’s authority as specialists.
Custom infographics turn the coffee process into visual storytelling, reinforcing Sumerian’s authority as specialists.
A highly structured navigation system was designed to handle Sumerian’s extensive product and educational content, creating an intuitive experience that positioned the brand as both an industry leader and trusted source of knowledge.
A highly structured navigation system was designed to handle Sumerian’s extensive product and educational content, creating an intuitive experience that positioned the brand as both an industry leader and trusted source of knowledge.
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