When SYPS came to us, the website still felt stuck in launch mode. It leaned too heavily on the celebrity of Aitch, the Brit Award winning musician as the face rather than the founder - and gave the impression that the drinks were another energy-fuelled collab.
But SYPS isn’t that. It’s a functional drink with bold flavours and even bolder design, built for everyday hydration, not internet clout. Our challenge? Shift the focus away from fame and back onto the product, because that’s where the real story lives.
The Challenge
SYPS didn’t need a full rebuild, just a site that actually looked and felt like the brand they are now.
SYPS is a zero-sugar, zero-calorie soft drink designed to hydrate like water but with the feel-good vibe of a classic soft drink. It’s a refreshing alternative to sugary fizzy energy drinks, with flavours like Strawberry, Peach, Lemon & Lime, and Pineapple. The brand pairs bold eye-catching designs with a growing momentum.
The team were planning new flavour launches, international rollouts, and wider retail distribution. Where the brand was presented differently offline, the website just wasn’t keeping up. It still looked like it was built to promote a personality and not the essence of the product.
The disconnect was clear. Our job was to realign the online experience with how the brand was being presented offline without starting from scratch.
What we did
We worked with the existing Shopify site and upgraded the theme. From there, we focused on changes that would actually make a difference for customers, and for the team behind the scenes.
Key changes included:
Theme upgrade – more flexibility, better performance, easier to manage
Visual refresh – brighter, bolder, more in line with how the brand looks offline
Clearer brand messaging – focusing on hydration, not energy
Menu improvements – easier to navigate and more engaging
Product page updates – more user-friendly and designed to support purchase decisions
Introduced subscriptions – starting to build longer-term customer value
We also helped SYPS bring forward their new line ‘Life tastes better in SYPS’ and used that to strengthen the brand tone across key pages.
This wasn’t a full redesign or a change of platforms. It was a focused refresh built around what mattered most.
The Results
The original site had room to grow, and the early performance results from this up are showing an upward trend for all metrics.
The most encouraging part? Subscriptions are already quickly starting to build. A positive early sign for lifetime value and brand stickiness.
Why this mattered?
Not every site needs a complete overhaul to make a difference. For SYPS, a focused change made strategic sense. It delivered exactly what the brand needed, without being overcomplicated or disruptive.
The site now feels consistent with how the brand appears in shops, at events, and in wider marketing. The emphasis has shifted back to the product, and presents the brand with clarity and confidence. It broadened the audience and better reflects who SYPS are, where they’re going, and what sets them apart.
We’re proud to have supported SYPS - a drink’s brand founded by, Aitch, Manchester-born rapper. A rising star in the UK music scene known for his energetic, fast-paced lyrics.
We’re proud to have helped reposition SYPS at this key stage in their growth, and we’re excited to continue supporting them as their partnership with Creative Control Ventures develops. They're building something with real potential and at Squashed Pixel we're glad to be their Shopify partner for the journey.
It’s about the drink, the benefits, and the brand’s own identity.
About Creative Control Ventures
Creative Control Ventures specialise in getting new products to market — developed from day 1 in genuine partnership with talent from the music, sport and entertainment world. They bring cultural insight and brand momentum. We help turn that into a reliable online experience that supports long-term growth.
“Squashed Pixel are a brilliant partner to work with - they take the time to understand our needs, wow us with their interpretation and do the ‘doing’ bit with great communication and transparent timelines. If I could give them 5 actual stars I would but hope these do for now ⭐⭐⭐⭐⭐ ️️”
Shaz Saleem - Co-founder and Chief Creative & Product Officer | Creative Control Ventures