“By noon on opening day, the line was still out the door. Richie pulled the paid stunt. The audience alone was enough.”
The audience was already there.
We built the website, search, email, and commerce system that gave it somewhere to gather.
Moon Wolf had the loyalty. It needed the system.
Richie Conry spent years serving Dallas from a converted goat trailer. People already knew the coffee and the person behind it. Opening a permanent shop meant giving that loyalty somewhere useful to go.
The Brand Idea.
Not a logo dropped onto a website. A connected system that could carry the shop before and after opening day.
Give the brand a point of view.
Customer language became a position, voice, and visual system that sounded like Richie and felt like the room.
Gather the audience directly.
The Wolfpack signup and email sequence gave Moon Wolf a list it owned before opening day.
Make the shop useful online.
Menu, goods, events, directions, editorial, and commerce came together in one fast site.
Own the local search surface.
Listings, press, reviews, and the website were treated as one connected path to the door.
The shop, carried online.
The website feels like the room. Someone can check the menu, shop the goods, find an event, or get directions without losing the Moon Wolf voice along the way.
The shop, carried into goods.
The identity extends from the storefront to packaging, merchandise and the physical materials.
An audience Moon Wolf owned.
SpotOn pitched a loyalty program. We declined and built our own. A custom Wolfpack mechanic captured email, phone, and SMS opt-in directly on the site, fed Resend with segmentation, and gave Moon Wolf permanent ownership of its audience instead of renting it from a POS vendor.
What connected
- Custom Wolfpack signup form (firstName, email, phone, SMS opt-in)
- Resend integration with auto-fired welcome email + contact segmentation
- 9-email choreographed sequence: welcome, tease without date, date confirm, tomorrow, recap, last call, plus 2-email drip (nudge, social proof)
- Twilio SMS infrastructure for parallel SMS campaigns
The whole search page mattered.
The website was one surface. Listings, press, reviews, maps, and branded search results formed the rest of the path to the door.
See the search receipts
- 898 GSC clicks · 23.8% CTR · avg position 3.9 over the first 20 operating days
- 11 of top 16 branded SERP results owned · controlled · or earned
- 9 earned media placements (CultureMap, Hoodline, Community Impact, My Coffee Explorer, Joe Coffee, Shoutout DFW, Voyage Dallas, MSN + AOL syndicated)
- Google Business Profile: 19,677 views in 20 days · 92% mobile · 2,596 profile interactions
- 1,082 direction requests · 1,066 GBP website clicks
- 4.9★ across 59 reviews · 25 new in the first 20 days
Built for the room, not the moodboard.
The opening-week photographs show the system where it had to survive: behind the bar, on the wall, and around the people who came in.
What we saw. What customers noticed.
No commissioned shoot and no paid creator brief. These customer photographs show the details people chose to frame for themselves.
The system met a real opening day.
The campaign was ready. The line made it unnecessary. The receipts below cover the first 20 operating days.
200
Wolfpack members before opening
898
organic clicks in the first 20 days
23.8%
organic click-through rate
4.9★
across 59 Google reviews
9
earned media placements
0
Cloudflare Worker errors in 56,504 requests
See the full measured record
- 200 Wolfpack signups built before the doors opened (86% of the 233 list)
- 76% open rate · 54% CTR on the date-less Apr 15 teaser email
- 2,586 guests served across 20 operating days · $10.35 average ticket
- Iced Latte ~37% of all guests — the defensible flywheel SKU (947 units)
- 898 GSC clicks at 23.8% CTR · avg position 3.9 in the first 20 days
- 11 of top 16 branded SERP results owned · controlled · or earned
- 19,677 Google Business Profile views in 20 days · 92% mobile · 1,082 direction requests
- 4.9★ across 59 Google reviews · 25 new in the first 20 days
- 56,504 Cloudflare Worker requests · 0 errors · 0.000% error rate over 20 days
- 9 earned media placements (incl. CultureMap, Community Impact, AOL syndicated, MSN)
- Richie personally rang 98% of the register opening week — founder behind the bar
- 85% of website traffic in DFW metro — audience matches who walks in
- The protest stunt killed by noon opening day — line out the door without it
The people behind the system.
- Michael Sebastian
- Strategy, voice, audience system, website, commerce, search, and launch.
- Sarah Ratliff
- Logo, typography, and cowboy/cowgirl illustrations.
- Stu Conry
- Social and website film.
Image credits
Logo, typography and cowboy/cowgirl illustration in collaboration with Sarah Ratliff. Social/site video in collaboration with Stu Conry.
Logo, typography and cowgirl illustration in collaboration with Sarah Ratliff.
Moon Wolf website work by Michael Sebastian.
Coffee-bar photography: Katey L.
Logo, typography and cowboy/cowgirl illustration in collaboration with Sarah Ratliff.
