AriZona Beverages

AriZona Teams Up with Avex for a Complete Digital Transformation and a New Membership Rollout

Services
  • Shopify Development
  • Creative Direction
  • Loyalty & Rewards Strategy
  • UX/UI Design
  • Email Marketing
  • Content Strategy & Product Architecture
The Challenge

AriZona Beverages, best known for its iconic $0.99 iced teas and instantly recognizable branding, didn’t see D2C as just another sales channel but an extension of the brand’s voice and a platform to shape culture. With retail and B2B already driving the majority of revenue, the direct-to-consumer opportunity was less about volume and more about value: telling richer stories, nurturing brand loyalty, showcasing new product lines like hard beverages, sparkling water, and merch, and building a deeper relationship with the brand’s passionate fanbase.

However, delivering on that vision required a more scalable and enterprise-ready digital foundation. Their existing site lacked the structural flexibility to handle a growing catalog, the storytelling capabilities to bring each product line to life, and the infrastructure needed to support a personalized, loyalty-driven journey.

Technology Partner
  • Shopify
  • Inveterate
  • Klaviyo
  • Rebuy
  • Skio
  • Okendo
  • Aftership
The Approach

AriZona’s evolving product landscape demanded a flexible, scalable, and deeply branded eCommerce platform. Avex responded with a strategy-first approach, starting with intensive discovery workshops to overhaul site architecture, product taxonomy, and menu link tree. We introduced a modular design system that adapts to multiple product templates and compliance needs, and built a fully custom membership program from the ground up. The final solution delivers robust infrastructure, seamless UX, and a digital experience built to evolve alongside the brand’s innovation roadmap.

Unlocking Shopify’s Full Potential

While AriZona was already on Shopify,their store was built on an outdated theme with a lot of legacy code and product architecture logic that was incompatible with the output of our discovery. Avex led a comprehensive migration that went far beyond a simple lift-and-shift, rebuilding the product architecture, taxonomy and filtering, and navigation from the ground up. With a rapidly expanding SKU count and new subbrands launching mid-project, the migration required detailed data mapping, agile template development, and rigorous data transfer QA.

Grounded in strategic discovery, we facilitated cross-functional workshops, conducted technical audits, and leveraged customer insights to align stakeholders and architect a flexible, high-performance foundation. This was a migration built not just for today’s needs, but for long-term scalability, speed, and adaptability.

The Partnership

Our engagement with AriZona operated at the intersection of creativity and executive strategy. From the outset, their leadership team looked to Avex as a thought partner. We collaborated closely on vision, prioritized long-term scalability and goals over short-term wins, and co-developed digital initiatives that supported business growth beyond commerce. This high-trust relationship enabled bold thinking, agile execution, and ultimately, the delivery of a digital experience that reflects the brand’s cultural weight and future ambitions.

Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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