When Jonny Wilkinson launched No.1 Living, he wanted to start a conversation about wellbeing, inspired by his own experiences and the connection between gut health, mental wellbeing and living a more balanced life.
Our challenge was to translate that belief into a digital experience that felt as human as the brand itself. Before anyone discovered the drinks, they needed to understand the thinking behind them.
The heartbeat
Rather than leading visitors straight to product pages, the experience introduces the philosophy first. Film, photography and thoughtful storytelling work together to immerse visitors in Jonny’s outlook on wellbeing before gradually revealing the drinks themselves.
The website was designed around the proposition Start living from the inside out, creating a journey that mirrors the brand’s belief that healthier choices begin from within. Inspired by the movement and vitality of the bottle design, subtle animation and fluid interactions bring energy to every page, while a mobile-first experience ensures the story feels just as engaging on the move as it does at home. Throughout the site, communication remains clear, optimistic and refreshingly uncomplicated—helping visitors understand not only what No.1 Living makes, but what it stands for.
The impact
The website successfully introduced an entirely new wellbeing drinks brand to market, providing a flexible digital platform capable of evolving alongside the business as new products, campaigns and content were introduced. It gave No.1 Living a distinctive online presence that balanced education with inspiration, allowing the brand story to lead the customer journey rather than the product alone.
Working closely with Jonny Wilkinson and the wider team, the project established the digital foundations for the brand’s launch and created an experience that felt every bit as positive, thoughtful and full of life as the drinks themselves.
