Vengeance Vodka already had a lot going for it: an award-winning Connecticut-made vodka, a memorable name, industry recognition, and a growing list of places where customers could find it.
What it didn’t have was a website that captured the personality behind the bottle.
BEFORE & AFTER
Vengeance Vodka Phase 1 Wix Studio Redesign
With a new canned vodka lemonade getting ready to launch, the timing was right for more than a few website updates. Vengeance Vodka needed a stronger digital brand, better organization, improved mobile performance, more opportunities to connect with customers, and a website that could support the company’s next stage of growth.
The goal was to take the brand from “meh” to “wow”—without losing the sophistication of a premium spirit.
Starting With the Customer, Not the Website
Before I started to create a visual system for this Wix Studio redesign, I wanted to answer a more important question: Who is Vengeance Vodka really for?
This wasn’t a vodka brand that needed a trendy, youthful nightclub aesthetic. The customer we envisioned was more mature, confident and discerning. Think Johnny Depp meets Harley-Davidson: someone who appreciates a good cigar, orders a proper martini, wears a great jacket, isn't afraid of black denim or leather, and chooses products because they have character.
There needed to be sex appeal—but sophisticated sex appeal.
A little dangerous. A little rebellious. Still refined.
That became the foundation for the mood board and ultimately the redesign.
Finding the Rock & Roll Behind the Brand
The name Vengeance Vodka was inspired by Judas Priest's Screaming for Vengeance, which gave me an opportunity to lean further into the brand's rock-and-roll roots.
The creative direction became what I would describe as grown-up rock and roll: darker imagery, rich black backgrounds, gold details, dramatic typography, leather-and-lounge energy, beautifully styled cocktails, and photography with attitude.
The new visual language allows Vengeance to feel rebellious without looking inexpensive—and premium without becoming predictable. It was less about decorating a vodka website and more about building a world someone would want to step into.
Giving the Brand a Logo It Could Own
Another challenge was that Vengeance didn't have a strong standalone digital logo system. Much of the recognizable branding lived on the original bottle label.
I pulled the griffin icon forward and developed it into a stronger digital brand element, giving it a gold embossed appearance with ruby-red eyes.
That small evolution made a major difference.
The griffin could now function as an identifiable visual asset beyond the bottle itself—something that could be carried across the website, social media, promotional graphics and future digital marketing.
Preparing the Website for a New Product Launch
One of the biggest business reasons for the redesign was the launch of Vengeance Vodka Lemonade. The existing site had been built primarily around the original vodka. The new website needed enough flexibility to introduce another product without making it feel like an afterthought.
That meant restructuring content so Vengeance could begin functioning as a brand with a product portfolio, rather than a website built around a single bottle.
It also gave us the foundation to introduce future products without having to reinvent the website every time the company grows.
Giving People a Reason to Come Back
A good beverage website shouldn't only be useful when someone is looking for a bottle.
I wanted to create content people might actually bookmark, revisit or share.
So I developed an initial collection of six Vengeance Vodka cocktail recipes, each styled to fit the personality of the brand rather than feeling like generic recipes dropped onto the site.
Cocktail content gives the company something it didn't have before: an evergreen content resource that can continue growing.
It also creates plenty of material for future social media posts, email marketing, seasonal promotions and search traffic.
Building the Contact List Into the Website Strategy
The redesign was also designed with Phase 2 marketing in mind.
Instead of relying on one newsletter signup buried somewhere in the website, subscription opportunities were incorporated into multiple customer touchpoints.
Someone contacting the company, recommending a location or reaching out with another inquiry can choose to stay connected with Vengeance.
I also created dedicated opportunities for customers to recommend or request a venue where they'd like to see Vengeance products sold, along with a more appropriate pathway for press and media inquiries.
That means the site doesn't simply display information—it helps generate useful marketing and business-development leads. Most importantly, those interactions can help build the company's contact list for future product announcements, events and email campaigns.
The Result: Rebellion Meets Refinement
The original website had many of the pieces—the product, awards, story, photography and retail relationships—but they weren't coming together to communicate what made Vengeance different.
Today, Vengeance Vodka has a website that feels much closer to the customer we identified at the beginning of the project: confident, sophisticated, independent, slightly rebellious and particular about what goes in the glass.
It has room for the original vodka and the new lemonade. It gives customers a reason to return. It makes products easier to find. It builds an audience instead of waiting for one. And it gives future marketing campaigns a much stronger place to land.
We definitely went from “meh” to “Hell Yeah!”
And for a brand called Vengeance, anything less would have been far too polite.
CLIENT
Vengeance Vodka
PLATFORM
Wix Studio
SERVICES
Brand messaging & copywriting Website redesign Color palette
PALETTE
Are you ready for a redesign that makes your visitors say "Hell Yeah!"?
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