Haswell Creative — Case Study 25
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After Hours Café · Food & Beverage

A café that never mentioned what makes it different

After Hours Café's whole identity is right there in the name — open when every other coffee shop in the neighbourhood has closed. Their website never said so. We gave the café a homepage that finally leads with its actual advantage.

Role
Website redesign, UX, build
Year
2025
Deliverables
Responsive site, menu, locations & hours, rewards program
The After Hours Café homepage shown on a laptop and a phone, a photograph of two coffee cups with latte art and the headline Welcome to Our Café.
A generic Welcome to Our Café headline that could belong to any coffee shop — nothing said this one is open until midnight, which is the entire reason people come.

The problem

After Hours had built genuine loyalty among a specific crowd — students, night-shift workers, people who need a coffee shop after 9pm and have nowhere else to go. The website undersold that completely: a generic “Welcome to Our Café” headline, a menu with typos, and no indication anywhere that the hours were the whole point.

There was no loyalty program presence either, despite the café running punch cards at the register for years. New customers had no way to know a rewards program existed until someone at the counter mentioned it.

With three locations now open, the site also gave no way to check which ones were actually open late — a real gap for a brand whose entire pitch depends on that information being easy to find.

The approach

Three moves, in order.

01

Lead with the hours, not a generic welcome

The late-night positioning moved to the forefront of the brand, replacing a headline that could have belonged to any daytime coffee shop.

02

Put the menu online, properly

A full menu with photos, descriptions and prices replaced the single vague paragraph, so customers can decide before they walk in.

03

Bring the rewards program out from behind the counter

A rewards page showing the punch-card progress and perks makes the loyalty program visible to new customers, not just regulars who happened to ask.

The work

What we built.

The new homepage

The new After Hours Café homepage on desktop and mobile: a low-light photograph of a latte under a headline reading Open when nowhere else is, with a late-night hours chip.
The homepage, led by the hours. The one thing that actually distinguishes the café is now the first thing anyone reads.
The menu page on a dark brown background: a three-column grid of coffee and pastry cards, each with a photo, item name, description and price.
A real menu, finally, replacing a single paragraph that told customers nothing about what to order.
The our locations page: a stylised city map with three pinned locations, beside a list of address cards showing late-night hours including Open until Midnight.
Three locations, each showing exactly how late it stays open — the detail the whole brand depends on.
The rewards program page: a punch-card style loyalty progress bar with seven of ten stamps filled, beside a list of perks including a free birthday drink.
A loyalty program customers can now discover on their own, not just hear about at the register.

Also delivered

An order-ahead link for each location, since a meaningful share of the after-hours crowd is heading somewhere specific — a shift, a study session — and doesn't have time to wait in line once they arrive.

Results

First quarter on the new site.

+47%

Late-night orders placed ahead online

+33%

Rewards program sign-ups from new customers

2.4×

Menu page views before visiting

3

Locations, each now showing its real hours

“Our whole thing is being open when nobody else is, and our website never said it. Now that's the first thing people see, and we're getting new customers who found us specifically because they needed somewhere open at 11pm.”

Lena PetrovaOwner, After Hours Café

Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.