Amidis Water
Since 1997, AMIDIS has held a position no other Indonesian water brand can claim, the country's first and only distilled drinking water. A 110°C purification process that removes everything tap or mineral water leaves behind. Almost three decades on the market, and the brand had never had a website. Not even a landing page.
Challenge
Without a digital presence, AMIDIS had no way to explain why distilled water is different. No way to build consumer trust at scale. No way to give B2B partners a credible reference point before a deal got discussed. A consumer standing in a store aisle, unable to tell AMIDIS apart from any other water brand on the shelf. A distribution partner evaluating whether this brand was worth carrying, with nothing online to check first. In a category where most buyers can't tell one water brand from another, the inability to communicate the 110°C process meant AMIDIS's real advantage stayed invisible to anyone outside the brand's existing network.
My Roles
I owned this project end to end as the sole Product Designer, from brand analysis through to UI handoff. I worked alongside the development team and managed the design relationship with PT. Amidis Tirta Mulia's stakeholders throughout.
Process
I started with a brand analysis and competitive benchmarking to establish the digital direction. AMIDIS already had a consistent visual identity across its social channels, so this wasn't a redesign. It was a digital translation of what the brand already was. The central question was how to make the 110°C distillation process legible and compelling to an audience that had never had reason to think about how their drinking water gets made. From there, full UI design, development, QA, launch.
Key Decision
Technology Explainer as The Core Credibility Section
AMIDIS's differentiator is scientific, not lifestyle-driven. A brand story that skips the 110°C process is just another water brand making purity claims nobody can verify. So I built a dedicated technology explainer, the section where AMIDIS earns the trust that actually drives a purchase decision, especially for B2B buyers evaluating a water brand for their business.
Agent Locator Serving Both Audiences From One Entry Point
AMIDIS sells to consumers and to distribution partners through the same network. Rather than building separate flows for each, I designed the agent locator to serve both. A consumer finds their nearest distribution point. A potential B2B partner sees the national coverage and reads that as real reach. One feature, two conversion outcomes.
Visual Consistency With Existing Social Channels
AMIDIS had built brand recognition through social media long before the website existed. Starting from a different visual direction would have confused the audience that already knew the brand. So I designed the site as an extension of the existing identity, familiar to anyone who already followed AMIDIS, and credible enough to convert anyone discovering it for the first time.
Validation
The design went through an internal review with the MAI team before being presented to PT. Amidis Tirta Mulia's stakeholders. Feedback from both rounds shaped the final platform before launch.
Solution
AMIDIS's first-ever digital platform covers the full brand story, the product range across all variants, a 110°C distillation technology explainer, an agent locator connecting B2C consumers and B2B partners to distribution points across Indonesia, a sustainability section, and a news hub, built to match the identity already established across social channels.
Result
- 32,339 users reached since launch every single one a net-new acquisition for a brand that had no digital presence before
- 40,665 total sessions recorded, with organic search driving 66.21% of all traffic and a 64.99% engagement rate
- Agent locator is the 3rd most visited section, with 5,590 active users, directly validating the B2B and B2C conversion goal
- Contact Us sits at the 2nd most visited page, reflecting the lead generation purpose the platform was built for
- 219 pages indexed across products, agents, news, and information sections — broad organic discoverability from day one
- A brand that existed only offline and on social media since 1997 now has a credible, searchable digital home
SBCS Indonesia