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Panimoyhtiö X

Branding, Service Design, UX & UI Design, Front-End Development, Shopify

Liini designed and built a new Shopify e-commerce site for Panimoyhtiö X, refreshed the brand identity, and created the concept for the Makutestaaja X loyalty program.

What was the need?

A Customer Loyalty Program Anticipating Legal Reform

A forthcoming amendment to Finland’s alcohol legislation is expected to allow home delivery of alcoholic beverages later this year. Panimoyhtiö X wanted to get ahead of the curve with their own online store, ensuring they’re ready to launch distance selling as soon as it becomes legal.

Our collaboration began with creative planning around how Panimoyhtiö X could stand out from other brewery webshops. Using service design methods, we developed the site structure, layouts, and customer journeys with the goal of building an effective, inspiring online store that makes it quick and easy for beer lovers to order.

Early in the design process, the idea for a unique loyalty concept emerged—Makutestaaja X, a beer club that the legal reform would make possible. The program aims to engage customers in product development and offer an innovative, subscription-based service for craft beer enthusiasts.

For now, taste testers can sign up for a newsletter to stay in the loop.

We’ve already gathered a few dozen testers, which is about what we expected at this stage since we can’t officially launch just yet. It’s great to see this much interest so early on.

Lauri Marttinen

CEO & Brewmaster
Panimoyhtiö X
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How was the project?

A Streamlined and Inspiring Online Store

The previous website was a self-built WooCommerce site using the free version of the platform. It was difficult to use and lacked consistency. Liini supported the full renewal of the site—planning, design, and implementation—resulting in an easy-to-use Shopify webshop.

The redesign emphasized clarity and consistency while giving the visual identity a refreshing update, staying true to the brand’s established humorous tone of voice. A dedicated page was also included to serve B2B customers and kickstart wholesale sales.

In addition to usability, the aim was to make the store visually inspiring—encouraging customers to discover and try new beer flavors. A shared vision for the whole experience was quickly achieved.

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We’re extremely happy with the end result. The collaboration was smooth and effortless from start to finish, without any hiccups along the way.

Lauri Marttinen

CEO & Brewmaster
Panimoyhtiö X
The results

Promising Early Performance

The launch of the new webshop attracted a high volume of visitors, and pickup orders have continued at a steady pace ever since.

“Placing an order is clearly easier than before—we’ve seen a noticeable increase in order volume,”
Marttinen notes.

The work continues with analytics and ongoing optimization. A full-scale marketing campaign is also in the works, timed to align with the official launch once legislation allows.

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