Built to the agreed storytelling order: Hero (liquid) → Awards → Famous people → What → Personas → Why → How → Products → Lab → Social → CEO video FAQ → FAQ → Footer. Design rules from the notes are applied and marked: black/white/max-clean system with colour reserved for the product itself (liquid/bottle/photo slots), one consistent 60px container for every section incl. dark full-bleeds, and a unified warm-grey page tone (cards one step lighter, defined by border). Same annotation language as the Science & Product wireframes: blue = structure/behaviour, amber = content strategy. Carousels, tabs, the 90-day timeline and FAQ are live.
3aHomepage — Desktop. Full v2 flow, end to end. Scrolls internally; blue strip under the header is a wireframe-review aid, not site UI.
cannumo.co.uk
Gift dad more healthy years! Learn more →
GOODIE
WIREFRAME NAV
VIDEO · HERO
§01 HERO · the liquid IS the hero — colour comes only from the product
Baltic berries. 6 ancient grains. Unpasteurised and cold-sleeping — a daily shot for digestive comfort.
Money-back30 days, no questions
Unpasteurisedalive & breathing, cold-kept
96 strainsdocumented by metagenomics
HERO · content + visual — slow-motion pouring-liquid loop, 12–18s, muted autoplay (placeholder: poster frame of the pour). Deep berry liquid is the ONLY saturated colour on screen; UI stays black/white. Primary CTA scrolls to §08 Products; secondary scrolls to §04 What. Rating row needs real review count before launch.
§02 AWARDS · instant third-party proof, zero reading effort — one quiet strip, no colour
GREAT TASTE [year] laurel artwork
NBA · MVPA approval mark
BEST WELLNESS DRINK [event / year]
ORGANIC / RAW certification
MADE IN LITHUANIA origin mark
PRESS LOGO [publication]
AWARDS — greyscale laurels only, colour on hover if any. Show only claims we can substantiate; each links to its source. If we have <4 real marks, merge this strip into the hero trust bar and cut the section.
§03 FAMOUS PEOPLE · borrowed trust before we explain anything
People you know, gut-first
PHOTO◐{{ p.photo }}b/w portrait, product in hand
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live carousel — drag or arrows
FAMOUS PEOPLE — real signed endorsements only (athlete / TV doctor / chef tiers as discussed); never imply one we don't have. Fallback if contracts slip: swap to “Experts & practitioners” with clinicians who stock GOODIE. Portraits b/w so the bottle carries the colour.
§04 WHAT · one-breath definition + the signature “open the bottle” reveal
What it is
A living berry ferment. Not a juice. Not kombucha.
Spring water, Baltic berries and six grains, fermented the old Baltic way and never heat-treated — so its 96 documented bacterial species arrive in your gut alive.
One 500 ml bottle. One 15–20 ml shot a day. That's the whole ritual.
No added sugarUnpasteurisedVeganGluten-freeNo preservatives
ANIM · LOOP
BASESpring water
8–10%Baltic berries
×6Ancient grains
96Live cultures
cork pops → cultures release → form the 4 ingredients
WHAT · signature animation — the GOODIE bottle uncorks, its living cultures burst out as particles and resolve into the four real ingredients. Same “contents-release” device as the Science page exploded shot / the seeds-from-a-pill motion. Placeholder here loops on a 6s CSS timeline; production version is a scroll-triggered play-once with a static exploded fallback for prefers-reduced-motion. Keep it monochrome — only the liquid/particles may later carry the berry colour.
§05 PERSONAS · “that's me” moment — mirror the visitor before selling
Made for the gut you have
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PERSONAS — these four map 1:1 to the ad audiences; headlines reuse the exact words from reviews (“heavy after meals”, “antibiotics reset”…). Each card can deep-link to a filtered Stories page later. Keep pains honest — no disease claims.
§06 WHY · two angles — (a) the problem we exist for, then (b) why we beat the alternatives
Why we exist · the problem
Modern life quietly wrecks your gut
Alcohol, stress, late meals, travel, ultra-processed food, a course of antibiotics — the ordinary things that thin out your microbiome. Most people run on a depleted gut and never feel the slow decline.
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WHY · problem — everyday-life stressors, not disease claims — this is the “that's me” hook before the product. Six factors map to the ad angles (post-drinks, burnout, shift-work, travel, junk-food reset, post-antibiotics). Swap glyphs for simple line icons at build.
Why we're different · the proof
So we built the opposite of a dead drink
Pasteurisation kills cultures. Capsules ship 1–3 freeze-dried strains. GOODIE is raw, cold-kept, and carries 96 documented species on real food.
GOODIE
Kombucha
Probiotic pills
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WHY · proof — competitor columns stay generic (“kombucha”, “pills”), never named brands. Every GOODIE cell must trace to the spec sheets / metagenomic report. This table repeats on the Product page — keep copy in one source of truth.
§07 HOW · the 90-day routine — when the effect kicks in, stage by stage (tap a stage · live)
How it works
A living drink that makes gut care visible
A simple daily protocol keeps the science calm, the routine tangible, and the habit easy to repeat well past the first month. Here's what to expect, and roughly when.
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›
IMAGE◓The daily shot, in the lightsunlit portrait — glass in hand, the routine made visible (ref: person drinking)
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HOW — reframed as the 90-day routine (the mechanism “alive → populate → support” now lives on the Science page and §09 Lab). Timeline copy = expectation-setting: feeling little at day 3 is normal — this protects retention and reduces refunds, and sets up the subscription. Right image + stage card update on tap. No treatment claims; chips are supportive benefits, not promises.
§08 PRODUCTS · shop shelf — 3 per row, switch tiles or scroll · Mystery = future drops (live)
One living culture, many ways
Four Baltic berries today, bundles to save, and a couple of formats still fermenting.
{{ pr.badge }}
PACK{{ pr.gly }}{{ pr.photo }}
Coming soon
★★★★★ {{ pr.rating }}
{{ pr.name }}
{{ pr.tone }}
£{{ pr.price }} £{{ pr.was }}{{ pr.per }}
In the lab now
3 per row · scroll for more — the shelf grows as the range does
PRODUCTS — exactly 3 cards per row; extras scroll sideways, and the tile switcher swaps the set (Bottles / Bundles / Mystery). Prices are placeholders (£34 / £28.90 sub — one source of truth with the Product page). The Mystery tab holds blurred “coming soon” teasers (powder, ice-cream, and a secret drop) with an email capture — the shelf is built to grow as new products launch.
§09 LAB · credibility engine — we make it, we sequence it
IMAGE◒Our fermentation labreal facility photo — steel tanks, sampling, petri work. documentary style, not stock
Our lab
Fermented, sequenced and bottled by us
No white-label factory. GOODIE ferments in our own facility, every batch is sampled, and the cultures are documented by metagenomic sequencing.
96+ speciesdocumented by sequencing
Every batchsampled before shipping
10⁷ CFU/mlliving cultures, cold-kept
LAB — needs a real photo shoot; this section dies with stock imagery. CTA goes to the Science page. CFU figure must match the latest lab report before publishing.
§10 SOCIAL · real people, real fridges — quotes + UGC interleaved
From 214 gut-first households
UGC▣{{ s.photo }}customer photo / IG repost with permission
{{ s.handle }}
★★★★★
“{{ s.quote }}”
{{ s.name }}
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live carousel — verified reviews + UGC with signed permission
§11 CEO VIDEO FAQ · founder answers the awkward questions on camera
Ask the founder
The questions everyone actually asks
30–60 second vertical videos. No script polish — a founder, a bottle, a straight answer.
VIDEO 9:16▶{{ v.shot }}tap to play in lightbox · captions burned in
{{ v.q }}
CEO VIDEO FAQ — the three launch questions: alcohol %, “is it kombucha?”, and why unpasteurised. Honest tone is the differentiator; state the 0.36–0.62% alcohol number on camera. Each video doubles as ad creative.
§12 FAQ · text version for skimmers + SEO schema — accordion live
Still wondering?
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IMAGE◓Fridge-door shotbottle at home in a real fridge — normalises the daily habit
FAQ — mirror of the Product-page FAQ, same source of truth; mark up with FAQPage schema. First item open by default.
GOODIE
A living Baltic ferment — 15 ml a day for a calmer gut. Sign up for gut letters, not spam.
3bHomepage — Mobile. 1:1 mirror of the desktop flow, all 13 sections in order, one column. Rails swipe, tiles switch, routine + FAQ tap — all live. Persistent bottom CTA.
Gift dad more healthy years! Learn more →
GOODIE☰
VIDEO · HERO
★★★★★ 4.8 · 214 reviews
Most advanced fermented gut drink
Money-back30 days, no questions
Unpasteurisedalive & breathing, cold-kept
§02 AWARDS
GREAT TASTE [year]
NBA · MVPA
BEST WELLNESS DRINK
MADE IN LITHUANIA
§03 FAMOUS PEOPLE
People you know, gut-first
PHOTO{{ pplm.photo }}
“{{ pplm.quote }}”
{{ pplm.name }}
{{ pplm.role }}
swipe rail
§04 WHAT + signature animation
What it is
A living berry ferment. Not a juice. Not kombucha.
Spring water, Baltic berries and six grains — never heat-treated, so its 96 documented species arrive alive. One 15–20 ml shot a day.
ANIM · LOOP
BASESpring water
8–10%Baltic berries
×6Ancient grains
96Live cultures
cork pops → cultures form the 4 ingredients
No added sugarUnpasteurisedVeganGluten-free
§05 PERSONAS
Made for the gut you have
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{{ pem.k }}
{{ pem.t }}
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§06 WHY · problem → proof
Why we exist
Modern life quietly wrecks your gut
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{{ pfm.t }}
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Why we're different
So we built the opposite of a dead drink
GOODIE
Kombucha
Pills
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{{ rm.p }}
table scrolls sideways
§07 HOW · 90-day routine (tap)
How it works
A living drink that makes gut care visible
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›
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{{ hcm.g }}{{ hcm.t }}
§08 PRODUCTS · 3 categories · swipe
One living culture, many ways
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PACK{{ prm.gly }}{{ prm.photo }}
Coming soon
★★★★★ {{ prm.rating }}
{{ prm.name }}
{{ prm.tone }}
£{{ prm.price }} £{{ prm.was }}
In the lab now
tiles switch the set · swipe for more
§09 LAB
Our lab
Fermented, sequenced and bottled by us
IMAGEOur fermentation lab
96+ speciesdocumented by sequencing
Every batchsampled before shipping
10⁷ CFU/mlliving cultures, cold-kept
§10 SOCIAL
From 214 gut-first households
UGC{{ sm.photo }}
{{ sm.handle }}
★★★★★
“{{ sm.quote }}”
{{ sm.name }}
{{ sm.meta }}
swipe rail
§11 CEO VIDEO FAQ
Ask the founder
The questions everyone actually asks
VIDEO 9:16▶{{ vm.shot }}
{{ vm.q }}
§12 FAQ
Still wondering?
{{ fm.q }}{{ fm.sign }}
{{ fm.a }}
GOODIE
A living Baltic ferment — 15 ml a day for a calmer gut.
MOBILE — now a 1:1 mirror of desktop, §01–13 in the same order, one column. Personas + problem factors go 2-up, the comparison table scrolls sideways, product tiles switch the same three sets (incl. blurred Mystery), and people / social / CEO-video rails swipe. Sticky bottom CTA persists after the hero scrolls out.
Companion wireframes: Product page · Science page. Next candidates: swap in real award marks + endorsement names, or wire this into a clickable flow with the other two pages.