Drink Almighty – defining the brand and elevating the online experience.

Building on our years-long working relationship, we were delighted to craft a new vision for Drink Almighty’s digital presence. We advised on design and development strategy from ideation to execution, working with Marx Design to highlight Almighty’s expanded range, enhance the site, and solidify it as an authentic lifestyle brand beyond just its exceptional beverages.

Drink Almighty launched with organic juices in 2015, and our first project with the brand took place when these were still the focus. Now, the company has evolved into a category-leading, New Zealand household name, stocking its ever-growing beverage range in supermarkets, corner stores and cafes around the country – with rapid expansion taking place in Australia.

Our work with Almighty continues through web design, development and planning for the platform’s next requirements. We help the team make considered decisions about the website and its future features.

From the start of this particular project, one of the primary goals was to highlight an overarching Almighty brand. Each product and flavour was well known by this point, but needed a broader, consistent presence to encompass them – building on enthusiastic community engagement and successful activations. Working with Marx Design, Almighty’s branding and packaging partner, we were guided by the tenet of “Thirst for Life” – which can encompass health, movement, recreation, positive vibes and more. The aim was to hero what the business stands for – people and purpose – as well as its relationship with the audience and customer base.

This included collaborating with Marx to evolve the visual identity. Almighty’s imagery and content is often low-fi and candid, including film photography and playful videos from events and campaigns. We wanted to juxtapose this with a cleaner typography and brand aesthetic, inspired by corporate design to add structure.

When it came to refreshing and updating the website, the aim was a more sophisticated and contemporary experience. Our focus was on creating an intuitive and beautiful user experience across the site that would cater to both first-time users and returning wholesale customers. We wanted a seamless flow and a positive feel.

In the beginning, Almighty was sold solely online, but since its first site went live it has become a supermarket mainstay. This is great for the business – but we wanted to return attention to online sales for multipacks and encourage loyalty via subscriptions. A revised, easier-to-use commerce aspect was most important, making sales easier and increasing CRO.

The products are no longer represented by individual flavours, but instead as a range with flavours within it, so navigating multiple flavours in a single session is much easier and leads to more mixed orders. We also introduced upselling based on a free shipping threshold.

We focused on making subscriptions a lot more appealing, adding a direct link under the ‘shop’ menu. This encourages people to opt into regular boxes as part of a larger lifestyle decision – rather than just a one-off.

While increasing sales and engagement were the primary goals, it was important to expand Almighty’s publishing ability. We provided a hub for its many other digital activities – such as the community page featuring past and upcoming events, Almighty’s non-profit initiatives and the journal that features interviews and timely news. This allows the business to have a more frequent EDM and publishing schedule.

The brand has a lot of aspirations for new products, new flavours, and new ranges, so the site needs to be evergreen no matter where the product and audience steer it.

Through a refined, clear website that leans into the brand identity while being less reliant on the individual products themselves, we have helped Almighty to hero its community – as well as the positive impact its products have on peoples’ wellbeing and the environment.