Single O

Overview Single O is one of Australia’s pioneering specialty coffee companies. Founded in Surry Hills, Sydney, in 2003 as Single Origin Roasters, it now runs a roastery in Botany, cafés in Surry Hills, Carriageworks and Brisbane’s Newstead, and a presence in Tokyo. It supplies cafés across Australia through a wholesale program, sells direct to home brewers online, and became a Certified B Corporation in 2025 with a B Impact Score of 90.7. Huettun Labs partnered with Process Creative, a Sydney Shopify Plus agency, on Single O’s direct-to-consumer storefront at singleo.com.au. Huettun’s scope covered brand consultancy for the digital experience, UI/UX design and the build of the custom Shopify theme and commerce integrations, alongside Process Creative’s Shopify platform expertise.

The challenge Single O’s online store has to do several jobs at once. It sells a rotating catalogue of single origins, blends, Parachutes drip bags, teas, chai, a canned oat latte, bundles, equipment and merchandise. It runs six subscription programs. It is the front door for wholesale partners, job seekers and café visitors in two countries. And it carries a brand voice that is playful and irreverent while standing on serious sustainability credentials. The site had to make buying coffee fast and frictionless for a repeat customer, while giving a first-time visitor the story, the brew education and the proof behind the “No Death to Coffee” mission.

Brand consultancy (Huettun Labs) Translating a 20-year brand to screen. We worked with Single O to define how its established identity, including the hand-drawn Single O typeface, bold orange accent and cheeky copy style, should behave in a transactional interface: where personality leads, and where clarity and speed take over. Content pillars. We helped structure the brand story into four digital pillars that now organise the Explore menu: Sustainability (“No Death to Coffee”), community (Art Bag Project, Giving a Puck, CafeSmart), education (All Things Coffee) and news. Tone of voice for commerce. Guidance on headlines, product copy and microcopy so that “Yessss back to Bolivia!” and “Choose SIZE & GRIND” can sit on the same page without jarring. Trust signals. A consistent way to surface B Corp certification, the Acknowledgement of Country and sustainability commitments across every template.

UI and UX design (Huettun Labs, with Process Creative) Visual system. A charcoal, cream and orange palette with a typographic hierarchy built on Monument Grotesk, Riforma and Founders Grotesk Condensed, plus the brand’s custom handwritten face for moments of personality. Layouts scale from phones to very large screens with dedicated breakpoints up to 2000px. Mega-menu navigation. Shop, Explore and Locations menus use image thumbnails for every category and café, so customers can recognise a product line or venue at a glance. Mobile navigation uses a drill-down pattern with Back and Close controls. Merchandising on the homepage. Hero promotion for the current origin release, product tile grids for Origins, Blends and Tea Choc Chai with Quick Add, bundle features, a canned-latte promotion, a brand-story block, a news carousel and café cards, all editable as Shopify sections. Product page. A single “Choose SIZE & GRIND” flow with 250g and 1kg sizes and nine grind options from Whole Bean to Cold Brew, a one-time versus Subscribe & Save (10%) toggle, delivery frequency and quantity selectors, tasting notes and origin spotlights, and links to the matching brew guides. Subscriptions hub. Six subscription products presented as a card grid with “From” pricing and clear benefits: fresh roast-to-door delivery, 10% off every order, free shipping over $65, and pause, change or cancel at any time. Content commerce. The All Things Coffee section brings together featured brew guides, a YouTube playlist of short guides, paginated roast recipe tiles with dose, yield and time, a freshness-curve explainer and a four-part coffee encyclopedia, keeping customers on the brand’s own site to learn and then buy. Multi-audience pages. Café pages with hours, directions, PDF menus and photos; a wholesale page with regional contact cards and a segmented enquiry form; a careers page listing open roles with links to SEEK and LinkedIn; and a news blog with a homepage carousel. Accessibility and inclusion. Skip-to-content link, visible focus order and an Acknowledgement of Country in the footer.

Website development (Huettun Labs, with Process Creative) Platform. Shopify, with a fully custom theme rather than a marketplace template, so the Single O team can rebuild any page from reusable sections without developer time. Modular front end. Per-section CSS and JavaScript bundles with a critical-CSS layer, so each page loads only the styles and scripts it needs. Ninety-six of the hundred homepage images are lazy-loaded, and hero banners ship separate desktop and mobile art. Subscriptions. Recharge integration for Subscribe & Save on product pages and the six subscription programs, with customer self-service to pause, change or cancel. Checkout and payments. Shop Pay accelerated checkout, PayPal and Shopify digital wallets, with a cart drawer for in-page cart management. Marketing and retention stack. Klaviyo for email and SMS, Triple Whale for marketing attribution, Microsoft Clarity for session analytics, an announcement bar for promotions, free-gift cart rules and order-limit controls. Agent-ready commerce. The store publishes an agentic discovery sitemap, an agents.md policy and a Universal Commerce Protocol (UCP) endpoint, so AI shopping assistants can discover and transact with the catalogue through supported interfaces. Performance and security. Shopify’s global edge with Cloudflare, HTTP/2 and HTTP/3, early hints and preconnects for critical assets, HSTS, a content security policy and clickjacking protection. SEO foundations. Unique titles and meta descriptions, canonical URLs, Open Graph and Twitter Card metadata, Organization structured data, real-time product, collection, page, blog and article sitemaps, and Google, Facebook and Klaviyo domain verification.

Results A single storefront serving home customers, subscribers, wholesale partners, job seekers and café visitors across Australia and Japan. Six live subscription programs and a nine-option grind selector that make repeat purchase a two-click decision. A content library of brew guides, recipes and encyclopedia entries that supports the brand’s education mission and organic search. A platform the Single O team updates daily, from new origin releases to news posts on B Corp certification and the one-millionth puck given.

Services delivered by Huettun Labs Brand consultancy · Digital brand expression · Content strategy · UI/UX design · Design system and typography · Shopify theme development · Subscription and app integration · Performance optimisation · Technical SEO · Accessibility

Technology Shopify · Custom Shopify theme · Recharge · Klaviyo · Shop Pay · PayPal · Triple Whale · Microsoft Clarity · Cloudflare · Universal Commerce Protocol