My role
End-to-end: UX and UI design, e-commerce strategy, information architecture, SEO (audit to post-launch reporting), and Shopify build.

The challenge
BAPBAP, Appie and Mona are three drinks brands under the same group — a craft brewery, a cider maker and a soft-drinks label — each running its own separate site across three different platforms (one WordPress, two Wix). The group wanted to bring them together on a single Shopify store to drive cross-sell and unify their sales efforts, while keeping BAPBAP as the flagship and Appie and Mona as sister brands alongside it.

Making three brands live under one roof
The core design problem was navigation: how do you put beer front and centre without burying the cider and soft drinks — and let a customer move naturally from one to the other? I built the store around cross-cutting category navigation, cross-brand filters, and cross-brand product recommendations, so BAPBAP leads the experience but Appie and Mona are always one step away. The result is a single store that feels focused rather than crowded, and actively pushes customers from one brand to the next.

An architecture built on SEO, not guesswork
Merging three sites is a search minefield — three domains, three histories, everything to lose. I ran the full SEO work end to end: auditing the three existing sites, defining the recommendations, handling the optimisation, and reporting on performance after launch. Every structural decision came out of that audit. The whole information architecture and every new product page was shaped to carry over what the old sites had earned, not reset it.

A B2B path that doesn't dilute the shop
B2B mattered because that's where quote requests — and margin — come from. I kept the professional path cleanly separated from the B2C store so neither experience compromises the other, and shaped the content strategy around local SEO to turn searches into quote requests.