Case Study

Building a DTC Coffee Offering from the Grounds Up

Yes Plz


Maximizing Customer Lifetime Value through the Power of Subscription

Coffee-industry veterans Tony Konecny and Sumi Ali saw how the influx of sophisticated third-wave coffee shops created the perception that high-quality coffee was pretentious and elitist. They sought to disrupt this mindset through joint venture Yes Plz, a direct-to-consumer brand that truly makes specialty coffee for everyone.

Yes Plz partnered with Kley to create a comprehensive brand that could challenge people's preconceived notions about specialty coffee. Kley helped Yes Plz differentiate itself by focusing on its weekly coffee blends, promoting their pursuit for everyone to experience the perfect cup.

Grew from a weekly, single offering to a customizable subscription service with 30+ possibilities
Featured in Wirecutter's the best coffee subscriptions of 2023
Brand & Marketing Audits
Industry Trends & Insights
Consumer Insights
Brand Positioning
Visual Identity System
Content Strategy
Experience Strategy
Art Direction
UX/UI Design
Packaging Design
eCommerce Strategy
Front End Development
Back End Development

Visual Identity

Designing for the Coffee
Enthusiast & Beyond

Kley developed the entire visual identity system for Yes Plz, adhering to and building upon the co-founders' vision. The Yes Plz brand focuses on communicating the value of accessibility - not perfect or overly refined - but approachable and human. We brought this sentiment into the e-commerce experience by strategically “under-designed” design to reinforce the brand values. Through these interactions, the brand welcomes consumers to join the Yes Plz movement and enjoy a new kind of coffee culture, right from home.


Powering a Frictionless Subscription Experience

We built the Yes Plz eCommerce site focused on conversion by creating a seamless subscription experience designed to maximize consumer lifetime value (LTV). We achieved this through an intuitive checkout flow, where users can choose their size, cadence and coffee preference directly from the homepage. We extended this experience through a custom Shopify build including a custom account management solution that allows users to pause their subscriptions, change ship dates, change cadence, address, billing, etc.

I couldn’t imagine working with anyone else. Kley has been an incredible partner and collaborator. Their experience, guidance and expertise has made Yes Plz what it is today."

- Sumi Ali, Co-Founder

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