When you’ve been around for over 100 years, you probably have a good thing going.
Nicholas Coffee & Tea Co., a fourth-generation family business nestled in Pittsburgh’s historic Market Square, is exactly that kind of story—a beloved brand with deep roots, a loyal customer base, and a legacy steeped in craft and community.
But sometimes, even the most cherished traditions can use a modern touch.
Though rich in history and known for its premium coffee and tea, Nicholas Coffee’s digital presence wasn’t keeping pace with its evolving audience. Their website was outdated, difficult to navigate, and didn’t reflect the brand’s quality or its potential for online growth.
That’s why they reached out to brandiD—with a bold vision to bring their digital presence up to speed without losing the legacy that made them iconic.
We’re going to walk you through how we helped Nicholas Coffee & Tea Co. honor its century-old roots while modernizing its brand, expanding e-commerce, and creating a more engaging experience for today’s coffee and tea lovers. Whether you’re updating a heritage brand or scaling your online presence, we’ll share key takeaways from this transformation that apply to any business looking to grow without losing its soul.
The Strategy: Modernizing a Brand Rich in Tradition
Before diving into design or tech, we needed to understand what makes Nicholas Coffee unique. Through collaborative strategy sessions, we learned that their identity was rooted in tradition, but their ambition pointed toward growth.
So we built a phased roadmap that struck the perfect balance: keep the soul, elevate the experience.
Our strategic goals were clear:
- Evaluate the original website to identify opportunities for improvement and better understand the existing user experience.
- Reimagine the digital experience to reflect the brand’s values, rich story, and elevate the customer journey from homepage to checkout.
- Introduce recurring revenue streams that support today’s buying habits and build customer loyalty.
- Streamline internal systems and operations to reduce friction, increase efficiency, and empower the in-house team.
- Strengthen trust and conversions through social proof and a more active customer voice.
With a thoughtful plan in place, we were able to move strategy into action. From visual storytelling to backend functionality, every update was intentional, aligning with Nicholas Coffee’s mission to honor the past while embracing the future.
The Execution: A Historic Brand, Digitally Reimagined
With the strategic foundation in place, we turned our focus to execution—rethinking not just how the website looked, but how it functioned, how it felt to shop, and how it aligned with modern customer expectations.
A Revitalized Website Experience
We reimagined the Nicholas Coffee website to be clean, intuitive, and full of character. The new design honored the brand’s rich history through compelling visuals and storytelling, while dramatically improving the user experience. Enhanced navigation, streamlined layout, and a frictionless checkout process made it easier than ever for customers to explore and purchase from their collection of 300+ products.
Subscription-Based Model
To create predictable revenue and build deeper customer relationships, we introduced a flexible coffee subscription service. Customers could choose their favorite blends, set delivery preferences, and enjoy consistent, convenient refills. For Nicholas Coffee, this meant stronger customer retention and steady monthly sales.
Smarter Product Discovery
With such a large product catalog, finding the right item quickly was key. We implemented intuitive filtering, intelligent sorting, and personalized product recommendations—making it easier for every shopper to find their perfect cup, whether they were browsing beans or searching for a specific tea.
Backend Optimization & Staff Training
Behind the scenes, we ensured the Nicholas Coffee team was equipped to succeed. We optimized backend systems for efficiency and provided hands-on training and custom documentation. This empowered staff to manage orders, inventory, and customer interactions with confidence and ease.
Marketing Automation
And that’s not all. We brought in Omnisend to automate abandoned cart and product reminder emails. The impact was immediate—an additional $1,727.69 in revenue from recovered sales between December 2024 and March 2025 alone.
Amplified Customer Voice
We added a customer review system to highlight the love Nicholas Coffee already receives and amplify the voices of their long-term customer base. Just weeks after launch, they’d collected 21 five-star reviews and one four-star—proof that great product and great service always speak volumes.
What’s Possible When Your Online Presence Aligns with Your Legacy and Leadership
After launching the updated website, flexible subscription model, and automated marketing strategy, Nicholas Coffee & Tea Co. saw measurable momentum—proving that honoring your roots doesn’t mean standing still.
- December Revenue increased from $37,788 in 2023 to $40,428 in 2024
- Average monthly revenue rose by $845
- Automated emails recovered $1,727.69 in sales from automated emails in just three months.
- Customer reviews boosted trust, improved conversions, and brought in new fans.
- Staff operations became smoother, more confident, and more efficient
This project wasn’t just about updating a website—it was about helping a treasured business continue its story into the next century.
Nicholas Coffee is now positioned to serve both long-time regulars and first-time online customers from across the country with all the warmth, tradition, and quality that’s made them a Pittsburgh staple since 1919.
See the full case study here.
At brandiD, we believe great brands don’t have to choose between legacy and innovation. With the right strategy, you can have both.
Want results like these for your brand?
Download our free guide with 16 simple website tweaks that attract more leads and convert more visitors—so you can grow with purpose, just like Nicholas Coffee.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.