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Seedlip partners with AnalogFolk for mobile-first website

By The Drum Network, Staff Writer

February 9, 2021 | 3 min read

Seedlip, a distilled non-alcoholic spirits company launched in 2015, has appointed global creative agency AnalogFolk to help evolve its direct-to-consumer business in the United States as its digital strategy and design partner.

The partners have announced the launch of Seedlip’s new mobile-first website, with functionalities that elevate and ease the online experience, while also implementing elements of surprise and delight.

AnalogFolk was appointed following a competitive pitch process. Ultimately, Seedlip selected its partner for mirroring its own brand values and having the ability to understand the unique challenges at-hand – putting the customer needs at the forefront of this new virtual destination.

Seedlip has quickly become the firm favorite for those looking for a flavorful, high-quality, sophisticated, non-alcoholic option. The British-born brand opened the door for the rapidly growing no and low alcohol category, the growth of which coincides with more consumers leading more active, healthy, and conscious lifestyles – particularly in the US and UK. Diageo recognized this, and purchased a majority stake in Seedlip in August 2019.

Seedlip's new website was designed with the understanding that consumers are seeking an online shopping experience that is easy, seamless and stress-free. AnalogFolk designed a site that makes both shopping and browsing simple, while paying homage to the brand’s unparalleled commitment to nature and sustainability. They achieved this through clean and thoughtful layouts that hero the products and their unique ingredients, enhanced e-commerce features such as ever-present calls to action, and a mobile-first approach to design. And as Seedlip continues to be a pioneer in their category, the new site sets the stage for a more robust virtual ecosystem to come.

The effortless browse and shop experience features Seedlip tonal visuals, the brand story, non-alcoholic cocktail recipes – including fan favorites, like the Seedlip Ginger Highball and Espresso MartiNO – and a journal that evokes a sense of wonder, knowledge and inspiration. The journal features quick reads on the brand and its ecosystem, like ‘A Guide to Seedlip Garden 108’, ‘How Mushrooms Can Help Solve the Issue of Single-Use Plastic’, and a series of city guides for how to spend 24 hours in urban areas nationwide. Additional features will be added throughout the year.

Seedlip’s new digital destination leads the category, further solidifying its position as the leading non-alcoholic spirit in the world.

Jake Annear, US head of digital at Seedlip, said: “The direct to consumer opportunity is one that Seedlip has embraced from the beginning. This site redesign is more than just a simple upgrade of our customer experience, but a total reimagination of the way the brand will create lasting memories with its community. It’s the first step in Seedlip’s journey to build meaningful one-to-one relationships with the early adopters of this growing category. AnalogFolk helped us realize this vision and deliver an experience that is ripe for continued growth.”

Bill Brock, founder and chief client officer, AnalogFolk said: “Seedlip is a brand I have admired since being introduced to it at a dinner party in 2016. Having watched their epic rise over the last four years, when the opportunity to pitch to become their strategic and creative agency presented itself, we poured everything into it. Helping them to realise the full potential of the brand as it scales across new markets such as the US is such an awesome challenge, and to launch a progressive direct-to-consumer e-commerce proposition into the market as our first project is the perfect start to our exciting partnership.”


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