Pure Glow Website
For a wine that blurs boundaries and gently breaks category rules, the digital experience for Pure Glow needed to do the same. We didn’t want a templated Shopify site that looked like every other launch. We wanted a space that reflected the same care and thought behind Pure Glow’s strategic platform and physical manifestation—calm, considered and emotionally attuned.
Rather than overloading the user with features or functional copy, we built a space that prioritised visual flow and considered user emotion (not just experience). Beautiful imagery, gentle transitions and subtle microinteractions made the site feel fluid and considered. Copy was used sparingly but strategically—to provide clarity without crowding the page or falling into the default trap of saying more about the brand than the benefit to the consumer.
We built the site in Shopify with a fully customised theme, tailored to the brand’s initial single-product offering. We integrated an email marketing platform to enable seamless email acquisition and future communication, as well as setting up and activating automated email flows.
But beyond the tech stack, what mattered most was tone. The site needed to feel like an extension of the product, not just a place to buy it. And that’s exactly what it became—an online home that feels as composed and considered as the wine it was made to hold.
