Dunnet Bay Distillers
Raising a glass to a refreshed digital experience
A revitalised online presence that’s faster, more intuitive, and truer to the brand
An upgraded Refill Rewards experience, a core sustainability-focused initiative
Fully customised ecommerce shop designed for seamless, premium purchasing.
The
Challenge
From their windswept distillery on the Caithness coast, Dunnet Bay Distillers, makers of Rock Rose Gin and Holy Grass Vodka have grown from a small local producer into a globally recognised brand.
Their WooCommerce site, however, had become slow and hard to manage. The shop wasn’t showcasing their full range, and their popular Refill Rewards Scheme, a cornerstone of the business, needed a smoother, more intuitive online journey.
Our brief was to create a faster, more beautiful, and more sustainable ecommerce experience that captures the craft and character of the brand.
The
Approach
We immersed ourselves in the brand (research may have included a few tasting sessions). Rather than reinventing, we refined typefaces and colour palettes for a fresh, digital-first look, keeping the logo and core identity intact.
We also reimagined and rebuilt the custom WooCommerce shop integration, streamlining processes to boost speed, stability, and long-term scalability.
Refill
Rewards
A major part of the project centred on enhancing the Refill Rewards customer experience, a key sustainability initiative for Dunnet Bay Distillers. The scheme allows customers to order lightweight refill pouches for their existing ceramic bottles, reducing packaging waste and carbon emissions while saving customers money. Over time, it’s become a defining part of the brand’s ethos and a loyal driver of repeat business.
We redesigned and simplified the sign-up flow, making it easier, faster, and clearer to understand the different tiers, benefits, and refill product options. The result is a loyalty journey that feels both seamless and rewarding, a reflection of the brand’s commitment to sustainability and care for its customers.bility, and long-term scalability.
The
Perfect Blend
Alongside this, we overhauled the shop’s structure to bring lesser-known spirits into the spotlight, introduced built-in upselling and cross-selling, and ensured the entire experience shines on mobile devices.
We also managed the mammoth task of migrating existing customers, content, and legacy data, ensuring nothing was lost in the transition.
The
Impact
The result is a revitalised online presence that’s faster, more intuitive, and truer to the brand than ever before.
By refining both the design and the user journey, we’ve helped Dunnet Bay Distillers showcase their sustainable Refill Rewards ethos, strengthen customer loyalty, and deliver an experience that’s every bit as considered as the spirits themselves.
A refined shop. A faster site. A delightfully smooth journey for every customer.
“The new site feels alive and captures who we are perfectly. The Strut team truly went above and beyond, they made the whole process easy and enjoyable. We’ve loved working with them and couldn’t be happier with the result!”
Claire & Martin Murray,
Co-founders at Dunnet Bay Distillers
