NovaBrew had spent five years perfecting their single-origin roasting process. They had loyal local customers, glowing reviews, and a genuinely exceptional product. What they didn't have was a way to reach the 330 million Americans who had never heard of them.
They came to ArchWave with a modest $18k/month budget, ambitious growth targets, and a brand that existed almost entirely offline. Our mandate was clear: build a scalable DTC machine from the ground up — fast.
Zero brand awareness outside their home city. No email list. No performance marketing infrastructure. Competing against household names with 100× the budget.
A genuinely differentiated product in a commoditised market. The speciality coffee category was exploding — $47B globally — and authenticity-hungry consumers were actively searching for alternatives to big-box brands.
We built a narrative framework around NovaBrew's origin story — a former barista who left corporate life to source ethically. This gave us a hook that no commodity brand could replicate. Every ad, email, and post ran through this lens.
We launched 3 creative angles across Meta and TikTok: origin story (authenticity), taste test (product), and ritual (lifestyle). We ran 14-day creative sprints, killing underperformers weekly. By month 2, we had a winning creative formula we could scale confidently.
We built a 7-email welcome flow, a 4-email abandonment sequence, and a loyalty programme email arc. Within 90 days, email accounted for 34% of total revenue — a channel NovaBrew had previously ignored entirely.
The biggest lever: converting one-time buyers into subscribers. We redesigned the post-purchase flow, added social proof triggers, and tested 6 subscription offer variants. Subscription rate rose from 8% to 29%, transforming LTV economics.
"ArchWave didn't just run our ads — they built us a brand. Six months in, we're in conversations with two national grocery chains. That wouldn't have been possible without the platform they built."— Marcus Lena, Founder & CEO, NovaBrew Coffee Co.