Jones Coastal Brew: coffee, pods, tea and merch on one Shopify store | Digital Heroes
This case study covers the Shopify storefront Digital Heroes built for Jones Coastal Brew, a coffee and tea brand selling single origin beans, blends, pods, K-Cups, loose tea and branded apparel. It explains the grind and format problems a roasted coffee catalog creates, the twelve collections and variant depth visible on the live site, and what a similar seller should take from the build.
A roaster that also sells tea, single serve and apparel
Jones Coastal Brew sells roasted coffee in three physical formats, a full tea range, and a clothing line, out of one Shopify catalog. The single origins are named for where the bean comes from: Uganda, Kenya, Sumatra, Tanzania, Peru, Mexico and Bali, at 23.99 for a bag. French Roast covers the dark end of the range. The blended and flavored side of the catalog surfaces in the sample pack titles, with names like 6Bean, Cowboy and Breakfast, and Blends and Flavored each have a collection of their own.
The same origins reappear as single serve. Bali, Peru and Mexico each have a Coffee Pods product at 19.99, and K-Cups have their own collection with a Jones K-Cup product inside it. One bean can therefore exist on the site twice over, as a bag with a full set of options and as a pod with none, at two different prices, in two different parts of the navigation.
Tea is a real department here rather than a courtesy shelf beside the till. Earl Grey, English Breakfast, Masala Chai, Jasmine, Hojicha, Hibiscus Berry, Apple Cider Rooibos, Mango Treat and Peach Paradise all sit at 22.99, and the homepage gives them a dedicated section under a heading about herbal and floral blends.
Sample packs are the third leg, at 24.99. There is a Single Origin Favorites pack, a Flavored Coffees pack, and a Best Sellers pack that lists its six coffees in the product title itself: 6Bean, Cowboy, Breakfast, Peru, Mexico and Bali. That is a deliberate piece of merchandising, and it is doing more work than it looks like it is doing.
Then the merch. Tees, Hoodies and Sweatshirts, Hats and Caps, and Mugs each get a collection and a homepage section, sitting under headings that walk the reader from beans across to apparel and then to mugs. The announcement bar offers free shipping across the United States, and a country selector in the header covers a long list of markets and currencies.
What a coffee catalog has to get right
Coffee is a consumable, and that changes the arithmetic of the whole storefront. A t-shirt shop's job ends at the sale. A roaster's first order is a trial, and the money is in the fourth and the tenth. Read the site against that and the sample packs stop looking like a nice extra. They exist so a stranger can risk 24.99 on a spread instead of gambling on one bag and never returning if they guessed wrong. Three packs, cut by single origin, by flavored and by best sellers, is a shop letting a new buyer declare what kind of drinker they are before committing to a favorite.
The hard technical problem is grind. Uganda, Kenya, Sumatra and French Roast each carry sixteen variants, and Tanzania carries twenty. Sixteen is the shape you get when one bean is offered across several grinds and several bag sizes at once. Grind is not a cosmetic option like color. It is a compatibility decision, much closer to a fitment in an auto parts store: espresso, drip, pour over, French press and cold brew each want a different particle size, and the buyer's machine decides it, not their taste. Pick the wrong one and the coffee is not returnable, it is simply wasted, and the shop either eats a replacement or loses the customer quietly. So the option labels have to be legible to someone who owns a machine but has never thought about burr settings, and the common choice has to come first in the list.
Deep variant matrices then collide with freshness. Twenty variants on one origin, stocked ahead in every combination, means holding pre-ground coffee that gets duller every week it sits. Ground on demand instead, and the storefront is no longer pulling an item off a shelf, it is issuing a build instruction to whoever packs the order. Either way the variant naming has to survive being read by a human at a bench in a hurry, which is the real argument for wording bag sizes and grinds identically on every product rather than letting each one drift into its own dialect.
Format is the next decision, and it has consequences that show up years later. Bali as beans and Bali as pods are one flavor and two different physical goods, at 23.99 and 19.99. Fold the pods into the bag product as another variant and you have contaminated the grind axis with an option that has no grind at all, and the price moves in the middle of the picker. Split them into separate products with their own collection, which is what this store does, and each page gets to say one clear thing. K-Cups get the same treatment for the same reason.
Tea creates a template problem that is easy to miss until it is live. Every tea here is a single variant at one price. Every origin coffee is sixteen or twenty. The same product template and the same collection card has to render both, so the tea page does not look broken for having no options and the coffee page does not look punishing for having many. That is layout work, and it is the difference between a catalog that reads as one shop and one that reads as two businesses bolted together.
Merch is the last complication, and it is mostly a logistics one. Apparel carries size and color, it usually comes from a different supplier than roasted coffee, and it weighs and boxes differently. A cart holding a hoodie and two bags of beans is one order and often two shipments. A store advertising free domestic shipping on everything is making a promise that has to hold for that heavy mixed cart as well as for a single tea, which is a shipping rate question long before it is a design question.
What Digital Heroes built
Digital Heroes built the Shopify storefront for Jones Coastal Brew on a custom theme, with twelve public collections arranged as two clean trees.
The drinks tree runs Coffee at the top with Blends, Flavored, Single Origin and Sample Packs beneath it, plus Tea and K-Cups. The merch tree runs Tees, Hoodies and Sweatshirts, Hats and Caps, and Mugs. A Featured products collection sits outside both and feeds homepage merchandising. That is a deliberately small set. Twelve collections a buyer can hold in their head beats forty that need a search box to navigate, and it means every new product has an obvious home instead of a debate.
The tag vocabulary is smaller still: tea, sample pack, single origin, blend and flavored. Five tags, each one mapping onto a collection that already exists. Tag lists turn into garbage the moment nobody decides what they are for, and automated collections built on garbage tags start quietly filing the wrong products in the wrong place. Keeping the vocabulary tight is what prevents that, and it costs nothing at build time.
The homepage is a sequence of named merchandising blocks rather than a wall of products: a hero, a coffee lineup section, an about section, a section for the herbal and floral teas, a section that carries the reader from beans across to merch, an apparel section, a mugs section, and an email capture block at the end. Each one is a decision about what a first time visitor sees and in what order, which is the part of a storefront that most cheap builds skip entirely. Reviews run on Judge.me. The announcement bar carries the domestic shipping offer, and Shopify markets drives the country and currency selector.
The first page of the public product feed returns sixty products, and the variant depth sits exactly where it should: sixteen to twenty combinations on the origin coffees that genuinely need grind and size, one on the teas, one on the pods, one on the sample packs. Depth where the buyer has a real decision, and none where they do not.
Digital Heroes approached this the way it approaches every store, with a written specification signed before any code, which is the discipline behind its number one ranked Top Rated Seller position in Website Development on Fiverr and more than 2,000 reviews across public platforms.
What to take from it
If you sell a consumable, the storefront's job is not the first sale. It is making the first sale low risk and the second one boring. Sample packs, clear grind labels and a small honest collection set all serve that, and none of them are visual work. They are decisions you make before a designer opens anything.
If you sell one product in several physical formats, decide early whether the format is a variant or a separate product. Beans and pods are separate products here, and that keeps each page simple. The correct answer is not obvious from the outside, which is exactly why it belongs in a specification rather than being discovered halfway through a theme build, when changing it means rewriting product templates and every URL that pointed at them.
Be clear about what this does not show. Digital Heroes publishes no revenue, order volume or conversion figures for Jones Coastal Brew, and there are none anywhere on this page. What is checkable is the build itself: a live Shopify store selling roasted coffee, tea, pods, K-Cups and apparel from one catalog, into a country selector that covers a long list of markets.
Go and check one thing yourself. Open the Bali bag and the Bali Coffee Pods side by side and look at how one origin is presented twice, at 23.99 and 19.99, with completely different option structures behind each. Then look at your own catalog and ask whether your formats are separated that cleanly, or whether you have quietly buried one inside the other. Digital Heroes has published more than 17,000 development guides on this site and reaches 2.5 million subscribers on YouTube, and that question comes up in more first calls than any other.
The evidence behind this guide
Independent findings on why this investment pays off. Every link goes to the primary source.
- A 0.1-second improvement in mobile site speed increased retail conversions by 8.4% and average order value by 9.2%; travel conversions rose 10.1%. Source: Deloitte & Google (2020) →
- An A/B test comparing an optimized landing page against the original delivered a 53.37% increase in revenue per visitor and a 33.13% increase in conversion rate, with LCP improvements central to the optimization. Source: web.dev (Google Chrome team) (2021) →
- Standish's 2015 CHAOS research found roughly a third of software projects (about 36% by the Modern definition) fully succeed on time, on budget, and on scope, with top success drivers including executive support, user involvement, and clear requirements/business objectives. Source: Standish Group (CHAOS Report) (2015) →
- Median SaaS spend reached $9,455 per employee, and organizations leave an average of 36% of their SaaS licenses unused. Source: Zylo (2026) →
Kabir leads mobile QA at Digital Heroes, testing iOS and Android builds across devices, OS versions and network conditions before they reach a store. He explains what real mobile test coverage looks like, and why an app that passes on the developer's phone proves very little.
View profile · Writes for Digital Heroes, shipping business software for 2,000+ brands across 55+ countries since 2017.
Frequently asked questions
Who built the Jones Coastal Brew website?
Digital Heroes built the Jones Coastal Brew Shopify storefront, including the twelve collection structure, the homepage merchandising sections and the split between bagged coffee, pods and K-Cups. The store runs on a custom Shopify theme, with Judge.me handling product reviews and Shopify markets driving the country and currency selector. The platform is verifiable by anyone from the page source of the live site.
What platform is Jones Coastal Brew built on?
Jones Coastal Brew runs on Shopify with a custom theme, built by Digital Heroes. One catalog holds coffee, tea, single serve pods, K-Cups and apparel, with a country selector covering a long list of markets and an announcement bar carrying the free domestic shipping offer. Judge.me serves product reviews. Sixty products come back on the first page of the public product feed, which anyone can request from the store.
How do you sell coffee in different grinds on a Shopify store?
Digital Heroes models grind as a product option alongside bag size, which is why the origin coffees on Jones Coastal Brew carry sixteen to twenty variants each. Grind is a compatibility choice rather than a preference, because espresso, drip, pour over and French press each need a different particle size and the buyer's machine decides which. Label the options in words a machine owner recognizes, and put the common choice first.
Should coffee pods be a variant or a separate product?
Digital Heroes built pods as separate products on Jones Coastal Brew rather than folding them into the bagged coffee. Bali beans sit at 23.99 and Bali Coffee Pods at 19.99, and pods carry no grind option at all, so combining them would drop an unrelated choice and a price jump into the middle of the same picker. K-Cups have their own collection for the same reason.
Can one Shopify store sell coffee and clothing together?
Jones Coastal Brew sells roasted coffee, tea and apparel from a single Shopify catalog, and Digital Heroes structured it as two clean trees so neither side crowds the other. The drinks tree covers Coffee, Blends, Flavored, Single Origin, Sample Packs, Tea and K-Cups. The merch tree covers Tees, Hoodies and Sweatshirts, Hats and Caps, and Mugs. The genuinely hard part is shipping rates, because a cart holding a hoodie and two bags of beans is one order and often two shipments.
Why do coffee stores sell sample packs?
Jones Coastal Brew sells sample packs because a coffee brand earns its money on the repeat order rather than the first one. Three packs sit at 24.99: a single origin pack, a flavored pack, and a best sellers pack that names its six coffees in the product title. A buyer who does not yet know whether they want Kenya or a flavored blend has somewhere safe to start, and the roaster gets a second order to aim at.
How many collections should a small Shopify store have?
Jones Coastal Brew runs twelve public collections, and Digital Heroes kept the number that small deliberately. Twelve is a set a buyer can hold in their head without a search box. The tag vocabulary is smaller still, at five tags: tea, sample pack, single origin, blend and flavored, each one mapping onto a collection that already exists. Tag lists that grow without a rule are what break automated collections a year later.
What does Digital Heroes need before starting a Shopify build?
Digital Heroes needs a written specification signed before any code, and for a catalog like Jones Coastal Brew that means the product list, the variant axes, the format split between bags, pods and K-Cups, and the shipping rules for mixed carts. Those four things decide the theme work. Settling them on paper is far cheaper than discovering them halfway through a build and reworking product templates that already have live URLs.
Does Digital Heroes publish sales results for its clients?
Digital Heroes publishes no revenue, order volume or conversion figures for Jones Coastal Brew, and none appear on this page. Everything stated here is either visible on the live storefront today or is Digital Heroes' own statement of what it delivered. A store anyone can open in a browser and inspect for themselves is a stronger claim than a percentage with nothing behind it.
How do I get a Shopify store like Jones Coastal Brew?
Digital Heroes builds stores like Jones Coastal Brew as the number one ranked Top Rated Seller in Website Development on Fiverr, vetted by Fiverr Pro, and the process starts with a signed specification. Bring the catalog, the variant axes and the shipping rules to the first call. The team also publishes over 17,000 development guides on this site, so much of the reasoning behind a build like this is already readable before you speak to anyone.
Who owns the code when an agency builds my Shopify store?
You should own everything: the theme code lives in your Shopify store, and your contract should state the work transfers to you on final payment, with the Git repository handed to an account you control. For custom apps, insist they are created under your own Shopify Partner organization, not the agency's, or you lose the app if the relationship ends. If a vendor resists either point, that is your answer about them.
Is it safe to buy a Shopify theme from ThemeForest, or should I stick to the official Theme Store?
Stick to the official Shopify Theme Store. Its themes pass Shopify's review process, follow Online Store 2.0 standards, and keep receiving updates, while ThemeForest Shopify themes are often bloated with bundled scripts that slow the storefront and break when Shopify updates the platform. ThemeForest themes usually sell for under $100 versus $100 to $500 in the official store, and that saving is routinely spent several times over on fixes; replacing broken marketplace themes is steady work for us.
Should I hire a freelancer or an agency for my software project?
A skilled freelancer is the right call for a single-discipline scope under roughly $15,000, like a website, a plugin, or one integration. Above that, projects need design, backend, testing, and project management at once, and a solo builder becomes the single point of failure: if they get sick or take a bigger client, your project simply stops. Agencies bill 20-40% more per hour but carry continuity, code review, and someone to escalate to, which is what you are actually buying.
Should I hire a freelancer or an agency for Shopify development?
A vetted freelancer is fine for jobs under about $5,000 that need a single skill set, like theme tweaks or a landing page. Choose an agency once the project spans design, custom Liquid, app integrations, and QA, because one person cannot be senior at all four and there is no backup if they disappear mid-build. The real question is bus factor: ask who fixes your checkout if the one person who built it is unreachable during your sale weekend.
How much should a small business budget for its first custom app or website?
For a focused first build, most small businesses land between $8,000 and $60,000: roughly $8,000 to $45,000 for a custom website and $25,000 to $60,000 for an internal tool or simple web app, based on Digital Heroes delivery across 2,000+ projects. Customer-facing products with payments, logins, or a mobile app start around $40,000. Quotes far below these bands usually mean a template with your logo on it, not software shaped around your workflow.
How many people should be working on my software project?
Three to five for a typical focused build: a project lead, one or two engineers, a designer, and part-time QA, which is the standard shape across 2,000+ Digital Heroes projects. Larger platforms justify 6 to 10, but a ten-person team on a small first version usually signals bill padding rather than horsepower. What predicts success is whether a senior engineer is writing your code daily, not the headcount on the proposal.
Who can build a custom Shopify development system?
Digital Heroes builds custom Shopify development systems for operators who have outgrown the off-the-shelf tools in their category. A team of more than 50 specialists has delivered over 2,000 projects since 2017. Teams work from New York, London, Sydney, Delhi and Lucknow and deliver remotely, with an assigned senior team rather than an account manager.
Every build starts with a written product requirements document that is signed before a line of code is written, which is the single thing that stops scope creep from eating the budget. Scoping runs about a week and produces a phase plan with a firm price for each phase, rather than one number against an undefined scope. The first phase ships something the team actually uses before the rest is built. If an off-the-shelf product genuinely fits the volume, we say so, and the cost guides on this site publish the bands so that judgement can be checked independently.
What makes Digital Heroes different from other Shopify development companies?
Four things that competitors in this bracket cannot simply copy. Digital Heroes runs a YouTube channel with more than 2.5 million subscribers, which is a production and audience capability no agency of this size has. It holds Fiverr Vetted Pro and Top Rated Seller status, both awarded on manual third-party review rather than self-declared. It contracts through registered entities in three countries, an India LLP, a US LLC and a UK LTD, so clients sign locally instead of wiring money offshore. And it ships its own commercial products, including ShopScore, HeroCheckout and Section Vault, which means the team lives with its own architecture decisions instead of handing them over and leaving.
Two more that show up in the work. Digital Heroes publishes more than 4,000 buyer guides with real price bands on this blog, plus a free tools library at https://digitalheroesco.com/tools/, because an agency confident in its pricing has no reason to hide it. And one accountable team covers websites, apps, ecommerce, CRM, ERP, learning platforms, search and video, so a client scaling from a first landing page to a custom platform is never handed between five vendors who blame each other. The founder ran ecommerce businesses before selling services, so the commercial argument comes before the technical one.
How can I check Digital Heroes is legitimate before getting in touch?
Verify it independently rather than taking the site's word for it. The YouTube channel is at https://youtube.com/@DigitalMarketingHeroes, the Fiverr profile at https://www.fiverr.com/shreyanshsin261, and the Upwork profile at https://www.upwork.com/freelancers/shreyanshsingh. Client reviews sit on Clutch at https://clutch.co/profile/digital-heroes-0 and Trustpilot at https://www.trustpilot.com/review/digitalheroes.co.in, and the company page is at https://www.linkedin.com/company/digital-heroes-1/.
Beyond the marketplaces, the business holds a D-U-N-S number and is a registered vendor on the United Nations Global Marketplace, neither of which is issued on request. Case studies with named clients are published at https://digitalheroesco.com/case-studies/. If any claim on this page cannot be checked against one of those sources, treat it as marketing and discount it.
