VE/LA
VE/LA is a specialty coffee and matcha chain with cafés in Bangkok, London, and a location opening in Singapore. They wanted a loyalty programme that felt like part of the brand and worked the same way in every city. We designed and built it end to end on Reggu, our own loyalty platform, so one programme runs across every location regardless of country or currency. When Singapore opens, it plugs into the same system rather than a separate copy.
We started by getting clear on the business: how VE/LA wanted customers to move through the programme, and what it needed to do at the counter. From there we looked at their existing tools, including their Shopify POS, to find the right points to build into.
We aligned the app to VE/LA's brand, then designed the full customer experience, wireframes through to final UI, with particular attention to the few seconds at the counter where a customer taps in and orders. The result is a three-tier rewards system (Welcome, Silver, and Infinite) with a straightforward points-to-free-drinks mechanic.
We integrated the app with their Shopify POS so points and redemptions tie back to real transactions, added NFC tap-in at every counter for instant identification, and built a staff dashboard for the team. Then we tested, launched, and rolled it out across locations.
VE/LA now runs one loyalty programme across three countries, with a gamified experience that sets it apart at the counter and a dashboard that gives the team a real view of their customers, and a channel to market to them. Because it's built on Reggu, new locations join the same system as the brand expands.