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Moon Wolf Provisions storefront in Richardson, Texas.
Moon Wolf Provisions

The audience was already there.

We built the website, search, email, and commerce system that gave it somewhere to gather.

Visit the live site See what changed

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.

“By noon on opening day, the line was still out the door. Richie pulled the paid stunt. The audience alone was enough.”

A permanent home for a following built one cup at a time.
Richie Conry, founder and operator.

Four pieces had to work as one.

Not a logo dropped onto a website. A connected system that could carry the shop before and after opening day.

  1. 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.

  2. Gather the audience directly.

    The Wolfpack signup and email sequence gave Moon Wolf a list it owned before opening day.

  3. Make the shop useful online.

    Menu, goods, events, directions, editorial, and commerce came together in one fast site.

  4. 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.

Homepage
Mobile
Menu
Goods

01

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

02

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

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

Built for the room, not the moodboard.

Michael took these during the first three weeks. They show the system where it had to survive: behind the bar, on the wall, and around the people who came in.

Opening week: the room filling around the bar.
Richie Conry behind the grinder.
Retail, signage, and the brand vocabulary in one wall.
The room carried the same welcome as the brand.

What we saw. What customers noticed.

No commissioned shoot and no paid creator brief. These pairs compare the operator view with the details customers chose to frame for themselves.

Operator view · the storefront system in place.8gnc field memo
Customer view · the same storefront became the frame.Chelsea Osborn
Operator view · the vinyl corner as built.8gnc field memo
Customer view · the same corner, noticed.Rebecca McLain
Operator view · a moment at the bar.8gnc field memo
Customer view · the bar from the other side.Katey L.

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.

You may already have the audience.Give it somewhere to gather.

Bring us the loyalty, demand, or local love that your current systems have nowhere useful to put.

Name the missing system
Moon Wolf Provisions — Brand System + Launch Infrastructure