Disrupting the Water Filtration Industry Through Digital Transformation
Clearly Filtered
Visit SiteShopify Plus, Headless with Pack Digital, Visually.IO, Recharge
Brand Identity Realignment, Content & Messaging, Website Redesign, UX Design, Motion & 3D Visualization, E-commerce Optimization
This was more than a redesign. It was a reintroduction.
Bridging Science, Story, and Sales
Clearly Filtered had both the product and the purpose—its reputation was built on high-performance filters and a mission to bring transparency to what’s in our water. But their digital experience wasn’t keeping up.
The site was polished. The product knowledge ran deep. But it still wasn’t converting. Customers weren’t seeing the value fast enough—and they were dropping off before checkout.
We identified four critical opportunities:
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Evolve the brand voice to balance scientific rigor with emotional resonance
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Reframe the story for broader DTC appeal
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Create a more intuitive, confidence-building path to purchase
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Address common concerns around price and product efficiency
Measurable Growth
Checkout completion
Revenue captured
Checkout lift
Revenue Boost
A Holistic Overhaul
Together with Clearly Filtered, we reimagined the entire digital experience—from storytelling to tech stack. The goal was clear: earn trust, drive action, and build lasting relationships with customers.
What we did:
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Repositioned brand messaging to speak clearly and credibly to everyday users
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Translated technical language into relatable value propositions
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Designed a seamless, mobile-first shopping experience
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Implemented interactive storytelling tools—including 3D visualizations of the filtration process—to drive clarity and trust
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Built conversion-focused content and surfaced social proof to ease price sensitivity and deepen engagement
We brought Clearly Filtered’s innovation to life through interactive design and thoughtful motion
Impactful UI across desktop and mobile
Rich motion graphics and 3D models that decode complex technology
Product storytelling that guides, informs, and converts
A Modular, Future-Ready Platform
Powered by Pack Digital's headless architecture, we separated storytelling from storefront—unlocking greater flexibility, performance, and control.
With the right partners in place, we were able to:
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Customize and scale with complete design freedom
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Empower the Clearly Filtered team with an intuitive CMS
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Seamlessly integrate educational content alongside commerce
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Optimize for both speed and flexibility to support long-term growth
Recharge and Subscriptions
Our research revealed a key barrier to subscriptions: Customers struggling to determine how many filters they actually needed and how often to replace them.
Without built-in indicators, filter replacement became a guessing game, leading to drop-offs and delays.
To solve this, we designed a visual, slider-based calculator. By guiding users through a few quick questions, it recommends an ideal subscription plan tailored to their usage, turning a moment of confusion into a moment of intuitive confidence.
What we did:
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Reduced front-end subscription choices to just three per variant for faster selection
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Maintained backend flexibility so subscribers can fully customize their plans
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Planned A/B testing on filter bundle options—including the potential removal of the 6-pack and the introduction of a 2-pack—to further optimize conversion
What Made the Difference? Trust.
By making dense content simple and dynamic, surfacing authentic testimonials, and offering clear value (including a money-back guarantee), we transformed a major drop-off point into a key conversion moment.
A New Era, Built Together
Clearly Filtered’s transformation was about more than aesthetics—it was about aligning purpose with experience. With the right partners, the right platform, and the right message, they moved from challenger brand to category leader.
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