Pukka Herbs was entering a new chapter, repositioning the brand as vibrant, energetic and full of natural flavour. The UX and website design had to lead that shift, bringing the new identity to life while improving product discovery and purchase flow. It needed to capture the richness of every blend, giving visitors an effortless way to find their perfect tea and work as a consistent toolkit across markets, Amazon storefronts and printed materials.
We were asked to translate a ‘blend of herbal wonder’ into a digital-first experience, designing and building a website that could inspire and convert in equal measure across global markets for Pukka Herbs. This included creating a guided tea-picker, ingredient-led product storytelling and a new account area with personalised recommendations, saved content and reordering features. We also needed to design an evolved digital-first, brand guidelines that contained a flexible library of brand assets for use online and offline.
The heartbeat
Dive into a world where honey mingles with lemon and ginger trees…. The idea of ‘discover blend of herbal wonder’ set the tone for every website design and UX decision. We wanted visitors to feel the richness of the herbs and the craft of blending from the moment they landed on the website. Each tea was treated as a story in itself. We worked with Pukka Herbs to document every key ingredient from where it is grown and how it is harvested to what flavour and wellbeing benefits it brings. These profiles informed our direction for copy and image creation, giving each blend a vivid character.
We introduced soft transitions and gentle parallax scrolls to create a sense of natural flow, while a colour palette drawn from vibrant greens, deep berries and warm spices gave every page a living energy. Textures from dried herbs and botanical illustrations added depth without clutter, creating an environment that feels organic and crafted. Together, with typography, movement and video, we were able to turn a best-practice ecommerce experience into a sensory exploration that reflects Pukka Herbs’ promise of natural vitality and herbal wonder.
The impact
The new website has seen a huge uplift with the overall experience keeping people browsing for longer, converting more visits into purchases, with strong growth in markets where ecommerce is a focus.
Product listing pages now account for a higher share of sales thanks to the quick-add ingredient cards and the tea-picker has reduced hesitation for first-time buyers. By turning a short TV moment into a digital-first experience and creating a toolkit for ongoing campaigns, Pukka now has a living, adaptable web and brand platform that continues to grow its ecommerce business and deepen customer engagement.
