CHALLENGE.
Ozone Coffee is a certified B Corp that sources and roasts speciality coffee with a commitment to sustainability and ethical practices. Their ultimate aim is to make speciality coffee accessible and enjoyable for everyone.
Ozone Coffee acquired Hasbean, another speciality coffee roaster known for sourcing high-quality beans globally and offering a wide range of single-origin coffees. Initially, they maintained separate brand identities despite operating as a unified team.
Eventually, Ozone Coffee set out to unify the brands and combine their expertise and passion for speciality coffee into one strong brand identity.
Having previously completed a rebrand and replatform for Hasbean, we were instructed to support Ozone with the consolidation of the brands with an aim to:
- Create a seamless transition for existing Hasbean customers
- Transfer customers, order history, and subscriptions from the Ozone store to the new Hasbean website, with as little disruption for the customer as possible
- Retain existing organic equity of the Ozone website and absorb the existing from the Hasbean website
- Improve the current web stack of the Ozone website
- Reduce downtime during the migration itself as much as possible.
SOLUTION.
Our SEO, UX/UI and Development team were onboarded early in the brand consolidation process and began with an onboarding and project workshop to uncover the strategic vision of the brand consolidation, aims and objectives, similarities and differences between the two brands and key milestones during the project timeline.
With an understanding of the strategic vision and brand knowledge, we enlisted our content and technical SEO experts to conduct a content audit identifying pages to remain, consolidate and remove. This was then followed by a proposed website architecture, redirecting mapping exercise, and pre-launch checks in a bid to retain SEO value for the site post-migration but also ensure a seamless transition for existing Hasbean customers.
We performed a thorough gap analysis to identify and plan the migration of necessary features. While some elements were redundant or identical between the old Ozone site and Hasbean, simplifying the process, services like loyalty programs and subscriptions required careful coordination with different providers. We created a detailed migration plan, collaborating with Shopify, Recharge, and internal teams (finance, eCommerce, SEO, and marketing). This plan included task sequencing, timelines, and key participants. We continuously refined the strategy, adjusting designs, content, and mock-ups to ensure a seamless transition. This approach ensured a migration where disruption and downtime were kept to a bare minimum.
RESULTS.
Most migrations result in fluctuating site rankings and a loss in visibility, however, almost immediately Ozone Coffee saw astonishing growth. Within two months of the brand consolidation and migration, Ozone Coffee was able to achieve nearly 200% growth in organic visibility.
Let's deliver next level results for you
187%
Increase in organic visibility
99%
Increase in organic sessions
31%
increase in organic revenue
243%
Increased No. of top 20 ranking keywords
