Willie’s Remedy+ is a THC-infused social tonic from Willie Nelson and JuneShine. Within a year it had reached an $80M run rate and become the number one online THC beverage brand. The brand had been refreshed ahead of a national launch, but the Shopify store hadn’t caught up. Several agencies had worked on it over the years, leaving around 20 typefaces and a mobile homepage that scrolled sideways. It still converted well, so the brief was a redesign that wouldn’t break a site that already sold. I led the design, with Innovate handling the build. Analytics showed most visitors skipped the homepage story and went straight to Shop, so the work focused on the homepage and product pages, where the brand had the most to prove. The audience skews towards people in their 50s and 60s, which ruled out anything clever: clear hierarchy, obvious buttons, fewer choices on screen. A new design system went on top of the existing structure: an 85/15 navy and cream split, Highway Gothic, rope and seal details, and one orange reserved for every call to action. Brand photography replaced product renders. Designs were signed off in Figma before build, so Innovate could move quickly without touching what already worked. The redesign went live ahead of the brand’s 15 June launch, and the work has since carried on with Innovate into landing pages and conversion testing.