Culligan ZeroWater
Overview
As the number one global leader in consumer water services, Culligan planned a massive global reboot of their ZeroWater line of water pitchers, dispensers, and filters. The new pitchers and dispensers are thoughtfully redesigned for everyday ease, with upgraded features that make great-tasting water even easier to enjoy. Orcana was brought in to help redesign their Amazon product detail pages and brand store site to elevate the brand and align with other marketing challenges.
Strategy
Defined the goals for the Culligan Amazon experience.
Developed a comprehensive approach for storefront hierarchy, navigation, and user flow
Product Storytelling
Structured content to guide customers from awareness to purchase decision, highlighting key products, and guiding customers through all product lines.
Ensured tone and visuals aligned with core values.
Asset Creation
Produced branded visuals for product detail pages, banners, and additional assets.
Delivered assets with specs aligned to Amazon’s technical requirements and best practices.
Key Deliverables
Lead the post-production for product detail page galleries for both Amazon and Culligan’s own direct-to-consumer store.
Design new Amazon A-plus content to be featured across all ZeroWater products.
Redesign Culligan’s Amazon Brand Store to accommodate all the product lines from everyday water solutions to DIY Home and Sink filtration products.
Develop a series of display ad campaigns to address customer needs throughout the marketing funnel.
The Culligan
Amazon Brand Store
Culligan's Brand Store was designed to showcase their water filtration solutions through a clean, intuitive layout that highlights product benefits and supports easy navigation. The experience combines brand storytelling with a focus on customer engagement and conversion.
Culligan A+ Premium Brand Experience
The A+ Premium pages were designed to elevate product storytelling through rich visuals and structured educational modules. This customer experience highlights key product benefits while reinforcing brand trust and simplifying the purchase decision for customers. Here is an example featuring one of their key products.
Display Ads
Display ads were designed to drive awareness and engagement through visually compelling, benefit-led creative. Each ad highlights key product differentiators and motivates click-through with clear, action-oriented messaging.
PDP images
The PDP images were crafted to visually communicate product benefits, installation ease, and real-life use cases at a glance.
Orcana successfully delivered a full suite of Amazon brand content for Culligan, helping them modernize their presence across product listings and storefronts. The result was a cohesive, high-impact brand experience that boosted engagement and positioned Culligan for e-commerce success.
Discover how Orcana can elevate your brand through expert design and strategy.
Approach
Design Strategy
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Developed two distinct design directions: "New Enterprise" with dynamic, vibrant elements and "Old Enterprise" with a more corporate, data-driven aesthetic.
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Refined the selected concept through iterative reviews.
Branding & Content
Web Development
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Refreshed brand guidelines with a modern, clean style.
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Rewrote website copy to be concise, professional, and conversion-focused.
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Enhance brand design to reflect an enterprise-level brand.
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Improve website & user navigation and reduce bounce rates.
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Increase lead generation and client inquiries.
Expertise
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Expertise
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Expertise
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Key Deliverables
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Culligan
Project Overview
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Objectives
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The Culligan
Amazon Brand Store
Culligan's Brand Store was designed to showcase their water filtration solutions through a clean, intuitive layout that highlights product benefits and supports easy navigation. The experience combines brand storytelling with a focus on customer engagement and conversion.
Orcana successfully delivered a full suite of Amazon brand content for Culligan, helping them modernize their presence across product listings and storefronts. The result was a cohesive, high-impact brand experience that boosted engagement and positioned Culligan for e-commerce success.
Discover how Orcana can elevate your brand through expert design and strategy.
Strategy
Defined the goals for the Culligan Amazon experience.
Developed a comprehensive approach for storefront hierarchy, navigation, and user flow
Strategy
Defined the goals for the Culligan Amazon experience.
Developed a comprehensive approach for storefront hierarchy, navigation, and user flow
Strategy
Defined the goals for the Culligan Amazon experience.
Developed a comprehensive approach for storefront hierarchy, navigation, and user flow
Results
& Impact
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Site Engagement: Increased average session duration by 35%.
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Client Inquiries: Lead generation increased by 45% post-launch.
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User Feedback: Positive feedback on ease of navigation and modern design aesthetics.
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Data-Driven Insights: Identified user behavior patterns through analytics, allowing targeted improvements that boosted service page visits by 60% and reduced bounce rates by 25%.
Display Ads
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Phasellus nunc mauris, molestie ut blandit sit amet, tempus volutpat sapien. Nullam elementum bibendum nisi in gravida. Donec vel rhoncus elit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae.