Brew Tea Co.

Supercharging Brew Tea Co.’s ecommerce site and subscription offering

Increase in average order value


Increase in mobile conversion rate


Reduction in bounce rate







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2020 was a difficult year for wholesale brands. That’s why, when Brew Tea Co. reached out to Underwaterpistol, they were in urgent need of a visually compelling direct-to-consumer (D2C) site with a smooth, distinct subscription offering.

However, their thirst for expansion was hamstrung by an outdated theme and the wrong technology. The old theme made simple updates a clunky and often cumbersome task, requiring extensive development time to change an image or add a new product. Meanwhile, the inability to merchandise products effectively was impacting conversion rates. Collection pages displayed each tea in an arbitrary order, while product pages lacked the visuals and trust cues to bring the blends to life.

Then, there was the matter of subscriptions. Again, old technology impacted Brew Tea Co.’s offering. They needed functionality as friendly as their brand identity to help customers customise their tea top-ups.

And, finally, all of these details – the UX, the subscriptions and the merchandising – were in need of a mobile-optimised makeover. While a desktop-first approach may have suited Brew Tea Co.’s wholesale strategy, upgrading the mobile experience was key to enticing tea-drinking consumers.


We reimagined and redesigned Brew Tea Co.’s ecommerce site, upgrading their UX and subscription offering to create a more engaging and conversion-driven user journey.

To achieve this, we focussed on 2 key areas.

UX: We amplified Brew Tea Co.’s playful, straight-talking brand across the newly designed site, curating a joyful user experience. From the ground up, we redesigned the site with a raft of new features, driven by an in-depth CRO (conversion rate optimisation) strategy. Then, in the back-end, developers ensured the old, clunky theme was replaced with airtight functionality.

Subscription: We revamped Brew Tea Co.’s popular subscription offering by migrating them from Bold to Recharge, opening up the opportunity for us to customise every last detail, from the landing page to the accounts section. To address churn, we allowed customers to pause or change their subscription preferences. We also introduced giftable tea subscriptions so customers can treat their loved ones to a three-month, six-month or 12-month prepaid subscription.

The result was a +12% increase in average order value and a +15% increase in mobile conversion rate, signifying the project’s successful impact on customer engagement and overall revenue.


Brew Tea Co. had the perfect products; now all they needed was the right ecommerce agency to elevate their store and subscriptions.

Ready to take their punchy blends from wholesale to retail, Brew Tea Co. was looking to “push the boundaries for exceptional food content online”. Their goal was to help customers “almost touch, feel and smell the tea” through their screens, and that’s where we came in.

Brew Tea Co.’s new website had best-practice UX at its heart. We ensured their punchy, bold and bright brand was thoughtfully presented across the new site, and introduced conversion-driving features including ‘complete the set’ cross-selling and a new layout that champions thumb-stopping visuals. We also integrated functionality to allow Brew Tea Co.’s team to quickly and easily make updates to the site, meaning additional development time is no longer required every time a new product is launched.

We supercharged their subscription offering by making the most of the Recharge platform’s countless bespoke options, tailoring the entire user journey to Brew Tea Co.’s unique customer base. We also introduced flexibility to allow customers to amend their subscription with ease. More tea, more often? No problem. Feeling a little ‘tea’d out’? Tap pause or change your delivery dates.

For those looking to treat a loved one, we introduced giftable tea subscriptions that allow customers to choose from a three-month, six-month or 12-month prepaid subscription, then pick a tea that the giftee will love. All of this was set up within the Recharge platform – no third-party apps required.

Finally, Brew Tea Co.’s loyalty programme also needed revamping to match the site’s new look and feel. Upgrading the design here lets customers spend their Brew Coins (aka points) in style. Meanwhile, we migrated reviews over to our preferred partner, Yotpo, and now they appear on every Brew Tea Co. product page, building trust and driving conversions.