Fix Coffee Company, rooted in nearly two decades of coffee mastery, is the passion project of Alan Bates—a certified SCA expert, La Marzocco-trained technician, and Pensacola’s own “Rising Star” and Inweekly Best Barista. Having opened six cafés, managed four locations, and mentored over 100 baristas, Alan built Fix to push boundaries: blending technical precision, creative roasting, and genuine hospitality to fuel the next generation of coffee lovers and professionals.

After nearly a decade without a dedicated online presence that matched his vision, Appelman Designs delivered a complete rebrand and custom Shopify build. This wasn’t just a website—it was a digital rebirth that captures the energy, craftsmanship, and community spirit of Fix Coffee Company.

Alan needed more than an e-commerce storefront. He wanted:

A refreshed visual identity that feels premium, energetic, and true to his hands-on ethos

Seamless tools to grow direct-to-consumer sales and wholesale partnerships

Features that reward loyal customers and simplify recurring orders

Stunning visuals that bring the roast-to-cup journey to life

We delivered a vibrant Shopify site at FixCoffeeCompany.com that radiates momentum from the first scroll.

Complete visual overhaul: modern typography, bold yet approachable color palette, and consistent branding that screams quality without pretension

Directed and shot all on-site photography and videography personally—capturing beans in the roaster, barista pours, and the warm Pensacola vibe

Dynamic video headers, subtle animations, and fluid transitions create a sense of energy and flow throughout every page

Beautiful product grids highlighting Single Origins (“pure essence… ethically sourced from renowned regions”) and Specialty Blends (“masterfully crafted from around the world”)

Earn points on every purchase—redeemable for free bags, merch, or exclusive perks—turning one-time buyers into lifelong fans.

“Join the Club” for fresh-roasted deliveries straight to the door, with built-in discounts and hassle-free management. Perfect for daily drinkers who want consistency without the effort.

A powerful backend for Fix Partners: custom pricing, tiered offerings, dedicated dashboards, and streamlined ordering. Alan can manage relationships and scale wholesale effortlessly.

Launching into the new year:

Online orders, subscriptions, and an elevated wholesale platform

A beautiful new look and seamless user experience

A web presence that finally reflects Alan’s expertise and hospitality—helping Fix reach coffee lovers far beyond Pensacola

On a personal note, this was one of my favorite projects of the year. Alan is a great friend, and collaborating with him to bring his vision online felt like pouring the perfect cup—precise, passionate, and full of heart.

Fix Coffee Company now has a digital home as bold and inviting as Alan’s craft.