We turn attention into revenue for ambitious brands across Southeast Asia, with strategy, media and creative under one roof.
Most brands juggle three or four agencies that never talk to each other. We keep paid media, search, content and analytics in one team, so every ringgit is planned against the same goal and reported in the same place.
(Carrie is live · the rest are samples)All projeks
(Channels we run)
Work
Campaigns, launches and always-on programmes for brands in Malaysia and the region. Every project is measured on revenue, leads or installs.
(Carrie is live · the rest are samples)
Carrie Coffee Roasters case study
A specialty coffee roaster in Petaling Jaya. We gave it a naming system, a label you read like a tasting note, and a Shopify store that runs on the same rules.
(Type)
Brand & e-commerce
(Industry)
Specialty coffee
(Year)
2026
(The idea)
The Cup Code.
Every Carrie bag is meant to be read before it's opened. The colours are the coffee's three tasting notes, in the order you taste them, and the depth of the fade is how far it was roasted. We made that code the hero of the brand, ahead of any photograph. One master drawing, measured in millimetres, feeds the printed label, the shop and the checkout, so a bag looks the same wherever you meet it.
(01)Overview
A new roaster that looks like it has always been here.
Carrie Coffee Roasters roasts specialty coffee in Petaling Jaya for two kinds of customer: people brewing at home and cafés pouring all day. One standard serves both, from a V60 recipe given in microns to a kopitiam sock. Carrie came to us with a ridge-line mark and a roaster. They needed everything a customer touches: names, labels, packaging, a voice, a store, the emails after checkout and the content to fill it.
(Client)
Carrie Coffee Roasters
(Location)
Petaling Jaya, Malaysia
(Services)
Brand strategy, verbal identity, logo refinement, label and packaging system, custom Shopify theme, film and photography, email and lifecycle, SEO
Exact enough for a café bar, easy enough for a kitchen counter.
Carrie holds one standard for every bag it roasts: the same green coffee, the same roast development and the same quality log, whether the coffee goes to a café's hopper, a kopitiam counter or a V60 at home. Most specialty brands speak to one of those people at a time. Our challenge was to build a single brand that reads as precise to a head barista and as simple to a first-time buyer, and to keep it that way across every label, page and email.
(03)Strategy
Measured, not felt.
We wrote the brand down before we drew it: eight principles, a palette that forbids new colours, one black for every dark surface, and a list of banned words, from premium to artisan to journey. Even the layout is measured. Every spacing on the store was taken from a sports retailer's site with a browser script, not judged by eye. When something looks off, the rule is to re-measure, not to tweak.
Signal#FF4F00
Ink
Grit
Bone
Wash
Night
Cherry
Unripe
(04)Label system
The bag is the tasting note.
The Cup Code has four characters, and each coffee is cast as one. Sink, for the blends, is a fade built from the three tasting notes, its depth set by the roast. Chorus stacks six wordmarks on cherry for a rare lot. Night runs note-coloured stripes across ink. Drain, for the decaf, empties its stripes from filled to outline. Ten concepts went in, and four characters came out.
(August)Flagship Espresso, proof v8(October)Brown Boys, on sale
(05)Voice
A voice built on what it refuses to say.
No exclamation marks. Tasting notes come in threes, in lowercase, from aroma to body to finish. Nothing is claimed that hasn't been measured, so the copy leans on numbers instead of adjectives: 18 g in, 40 g out, best 14 days from roast. Placeholder names like Flagship Espresso became names people repeat, like Brown Boys. The jokes are rationed, which is why they land.
(Empty cart)Your cart is empty. So, presumably, is the hopper.
(Decaf)The 4 pm coffee, without the 3 am.
(Brown Boys)It will never ask you to sit down.
(404)This page is past its peak period, so we moved it.
(06)The store
A Shopify theme where the label draws itself.
We built the theme from scratch: no page builder, no theme-store base, one stylesheet and one script. Labels are drawn in code, where one unit equals one millimetre of the print file, so the same art scales from a cart thumbnail to a full-screen hero. Brew guides render from the back of the bag, reviews run without an app, and a coffee goes on sale when a single tag is removed.
(07)Content
Brown Boys in Town.
For the house espresso we shot a short film around the roastery's own newspaper, The Carrie Herald: a rider in Petaling Jaya, a red Honda, and a headline that reads Brown Boys in Town. The edit was stabilised frame by frame and cut twice, once for desktop and once for phones. The same shoot fed the product page, the wholesale page and four front-page concepts for the Herald.
(08)Results
Live in two weeks, and fast on a phone.
Carrie is a new business, so these numbers are about the build. Sales figures will follow once a full quarter of orders is in. The site went public two weeks after the first line of theme code, then opened for orders with payments through Airwallex and flat-rate shipping across Malaysia, Sabah and Sarawak included.
14 daysFrom the first commit to the public site, 24 September to 8 October 2026.
96Mobile Lighthouse performance score for the home page, up from 76, with the largest paint at 2.4 s.
−84%Phone home page weight: 19 MB down to 3.1 MB, with a video cut for phones.
6Label systems drawn by one renderer, with the same geometry in print and on screen.
13Customer emails rewritten in the Carrie voice, from order confirmation to a review request ten days after delivery.
Four disciplines, one team, one report. Take the full set or start with the one you need most.
(What we run)(Tap to expand)
(Included)
Account audit and tracking fixes
Campaign structure and budget plan
Creative tests every two weeks
Weekly ROAS and CPA report
(Channels)
Meta
Google Search & PMax
TikTok
Shopee & Lazada Ads
(First 90 days)
Month one fixes tracking and finds the profitable audiences. Months two and three scale what works and cut what doesn't.
(Included)
Technical audit and fixes
Keyword and content plan
Google Business Profile per outlet
Monthly ranking report
(Channels)
Google Search
Google Maps
YouTube
(First 90 days)
We fix what blocks crawling first, then publish against the searches with real buying intent, in English and Bahasa Malaysia.
(Included)
Monthly content calendar
Short-form video production
Creator sourcing and briefs
Community management
(Channels)
TikTok
Instagram
Facebook
YouTube Shorts
(First 90 days)
We find the formats and hooks that work for your audience, then lock them into a monthly shoot day and a calendar.
(Included)
Positioning and messaging
Visual identity
Website design and build
Landing pages and CRO tests
(Platforms)
Webflow
Shopify
WordPress
(First 90 days)
Six to ten weeks from workshop to launch, then monthly conversion tests once traffic arrives.
How a projectruns
01Weeks 1–2
Audit
We review your accounts, tracking, site and numbers, then agree what success means in ringgit.
02Week 3
Plan
A channel plan with budgets, targets and the creative we need to make.
03Weeks 4–6
Launch
Campaigns, content and pages go live with tracking checked end to end.
04Ongoing
Optimise
Weekly tests and a monthly review with you. Budget moves to whatever is working.
(Ways to work with us)
Retainer
Ongoing media, search and content, reviewed with you every month.
Project
A launch, a website or a rebrand with a fixed scope and a fixed date.
Growth sprint
Six weeks to find and prove one new acquisition channel.
About
projek42 is a senior team of strategists, media buyers, creatives and analysts in Kuala Lumpur. We work with founders and marketing leads who want growth they can measure, and a partner who tells them plainly how it is going.
(Studio)3.1390° N, 101.6869° E
Kuala Lumpur
(Where we work)Mon–Fri, 9:00–18:00 MYT
What webelieve
Numbers first
Every brief starts with the business number we are trying to move. The creative serves that number.
One team
Strategy, media, creative and data sit together, so nothing gets lost between agencies.
Plain reporting
You see the same dashboard we do, written in language your finance team understands.
Local by default
We write in English and Bahasa Malaysia, and plan the calendar around Raya, CNY, Deepavali and 11.11.
