Furocity
Web / BrandingA Tyson Fury × Iceland Foods partnership brand
Furocity is the energy drink brand born out of a partnership between heavyweight boxer Tyson Fury and Iceland Foods. I led a redesign of the brand's marketing website to better reflect Fury's bold, fighter-coded persona and turn casual visitors into buyers.
The original site is still live at furocity.co.uk — this case study walks through the redesign, the thinking behind each decision, and what changed for the brand and the shopper.
[TODO: Replace with your own framing — anything specific about the brief, KPIs, partnership constraints, or who you worked with.]
Project Info
ROLE:
UX / Web Designer
BRAND:
Furocity (Iceland × Tyson Fury)
DATE:
[TODO]
LIVE:
furocity.co.uk (old design)
[TODO: Hero screenshot 1]
[TODO: Hero screenshot 2]
The Challenge
How might we evolve Furocity's web presence so it feels both sciency and premium — and turn more of that interest into baskets?
The existing site was carrying the brand's personality but underselling the product. Visitors weren't reading the values, didn't trust the claims as quickly as they could have, and dropped off before adding to basket — especially on mobile. The redesign had two jobs: reposition Furocity as a serious, premium energy drink (not just a celebrity tie-in), and remove the friction on the path to purchase.
Approach
The redesign sat between two brand worlds — Tyson Fury's combat-sports audience and Iceland's mainstream UK grocery base. The work started with an audit of the live furocity.co.uk site against premium DTC drink competitors, mapped against where buyers were dropping off in the conversion funnel.
- Heuristic + competitor audit benchmarking Furocity against premium DTC drink brands
- Brand alignment review — separating what's fighter energy from what's premium science
- Funnel review on the PDP and checkout to find the highest-impact conversion fixes
The Solution
The redesign attacks the brief from two angles — a brand-level repositioning that makes Furocity feel like a premium, science-led energy drink, and a series of targeted conversion changes that remove friction on the path to purchase.
1. A sciency, premium look & feel
A major colour overhaul shifted the palette away from the old red-heavy treatment toward a cooler, more clinical foundation — the kind of visual language used by performance supplement brands. Typography, imagery, and product photography were all retuned to feel more lab-grade than gym-bag.
[TODO: Before/after — colour & look]
[TODO: New homepage hero]
2. Highlighted brand values
Furocity's core values — what's in the can, what's not in the can, and what it actually does — were pulled out of body copy and turned into scannable, above-the-fold modules. Visitors get the proof points in seconds instead of having to dig.
3. Social proof, surfaced
Customer reviews, ratings, and Tyson Fury's own endorsement were given more weight across the homepage and product pages — moving from buried testimonials to anchored proof bars near every key conversion moment.
4. Sticky Add to Basket on PDP
On mobile especially, the add-to-basket button used to scroll off the page as users read product details. The redesign anchors it as a sticky bar at the bottom of the PDP, so the primary action is always one tap away — no matter how far someone scrolls through ingredients, flavour notes, or reviews.
5. Expanded flavour range
More SKUs were added to the lineup and given proper space on the site — clear flavour identity, distinct colour coding, and a comparison view so shoppers can pick the variant that suits them rather than defaulting to whichever one shows up first.
6. Savings, made obvious
Multi-pack pricing and subscription savings were repositioned as primary content — showing the per-can price drop side-by-side with the headline price, so shoppers can see exactly how much they're saving by upgrading their order.
[TODO: Sticky ATC on PDP]
[TODO: Savings / multi-pack module]
[TODO: Social proof bar]
[TODO: Flavour range overview]
The Impact
[TODO: Drop in your post-launch numbers — conversion rate lift, AOV change, time-on-PDP, mobile add-to-basket rate, etc.]
[TODO: Headline metric]
XX%
Note: the live URL still hosts the old design at the time of writing.