Aoyama Technical Trail

Uncoupled a performance electrolyte brand from 30%-off discount addiction through copper-foil alpine glass vessels, sticks-plus-vessel starter rituals, and a 42ms headless PDP.

REVENUE & RETAIL LIFT

4.6x Launch ROAS

COMMERCIAL OUTCOME

+412% Revenue

DELIVERABLES SHIPPED

4.6% CVR

LAUNCH VELOCITY

+$18 MSRP

[ TRANSFORMATION BRIEF & BEFORE/AFTER PROOF ]

Price-Anchor Repositioning · Copper-Foil Packaging · Headless Bundle PDP · Paid Launch Creative

1.1% CVR Commodity Pouch → 4.6% Audited CVR · +412% Revenue With Zero Discount Codes

[ 01 // THE CATEGORY & SHELF CHALLENGE ]

Why Generic Positioning, Forgettable Packaging & High-Friction PDPs Capped Growth

Generic plastic electrolyte pouches forced Aoyama to compete on 30%-off promo codes, compressing gross margin below 48% and stalling cold-traffic ROAS at 1.4x.

[ 02 // THE KYOTO ATELIER BRAND WORLD ]

Category Green-Space Positioning, Tactile Structural Packaging & Flagship Conversion

We repositioned Aoyama around Japanese Southern Alps mineral provenance—introducing a refillable dark-cobalt glass carafe + copper-foil travel sticks and a high-AOV Starter Ritual PDP.

[ 03 // AUDITED COMMERCIAL OUTCOMES ]

Verified Retail Sell-Through, DTC Conversion Lift & Lifecycle Retention Velocity

Audited storefront conversion rose from 1.1% to 4.6%, unit MSRP expanded +$18 with zero cart drop-off, and net DTC revenue grew +412% while eliminating sitewide discount codes.