Cultivating Human Flourishing Through Serving (Great Coffee)
The Challenge
Dan Mayer, the visionary behind Numa Coffee Company, acquired The Righteous Bean in 2021 to run it as a ministry after leaving his IT career. Rebranding the outdated business and improving its subpar e-commerce site were key challenges for this transition.
Our goal was to create a functional, beautiful, and mission-focused brand and website for Numa Coffee Company, standing out in the crowded coffee industry.
The impact of Numa goes far beyond increases in website traffic and revenue. Coffee buyers now have a place where they know when they purchase high-quality, specialty coffee, they are also improving the lives of the farmers who grow coffee, the customers who drink coffee, and the people who serve coffee.
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Increase in Organic Website Traffic
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Increase in Overall Users in 2022
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Local Stores Now Carry Products
Our Vision
In partnership with Numa Coffee, our goal was to change the perception that coffee shops with a faith foundation do not always have to be corny and outdated but can be beautiful and unique. Developing a brand that represented Numa’s mission and brought new life and energy to consumers’ coffee enjoyment was the key to success for this e-commerce brand.



The Strategy
During our work with Numa, PHOS revamped the branding, messaging, product photography, and design for both collateral and packaging while developing a strategic marketing plan.
We focused on expressing Dan’s mission through all digital channels and creating a functional e-commerce website that showcased products, improved the shopping experience, and clarified Numa’s new brand and mission.

The Solution
Strategic Consulting
Dan rebranded The Righteous Bean to Numa Coffee Company to embody the idea of providing “breath” and “life” to relationships with customers, farmers, and employees.
PHOS assisted in defining Numa’s mission and core values, leading to the mission statement: “Cultivating Human Flourishing Through Serving (Great Coffee).” This statement reflects Dan’s passion for improving the lives of coffee growers and creating positive community impacts globally.


The Branding





The Web Design & Development



Content Development
Photography & Videography





Inbound Marketing



There is not one team member (and I had the pleasure of working with more than a few) with whom I had a less than stellar experience throughout our engagement. Numa Coffee has been given a huge leap forward due to the efforts this team has put forth.
Dan Mayer
Numa Coffee Co.