When Primo Water needed a new digital experience, they faced a tricky puzzle: they already had a license for Adobe Commerce but needed a CMS that would empower marketers and streamline content updates. That’s where our team stepped in.

In this candid conversation, Creative Director, Alycia Delhaye and Customer Experience Practice, Lead Brandon Fieger walk us through the journey.

Kickoff & First Impressions

 

Brandon: When “Water” first came to us, what was your gut reaction to their digital setup?

 

Alycia: Honestly, it felt like they were juggling so many different sites, each doing their own thing — mismatched branding and outdated workflows.

The design didn’t match the modern feel of the Primo brand, and the scattered content made it harder for customers to get a clear picture. It was obvious the site needed to do a better job at educating customers while enabling the marketing team.

 

Alycia: From your CX perspective, how did those CMS headaches actually show up in the customer experience?

 

Brandon: Slowdowns created frustration and missed opportunities. What should have been a quick content update turned into a week-long process. By the time something went live, the moment for impact had passed. Their old CMS just wasn’t built for speed — every change required multiple manual steps and the “right” person with the “right” access.

The Problem

Brandon: If you had to sum up their day-to-day challenges in three words, what would they be?

 
Alycia: Limiting. Disconnected. Frustrating.
 

Brandon: Can you give an example of a “this should be simple, but it’s not” moment you noticed?

 

Alycia: Updating content. Something as basic as swapping a banner or adjusting copy turned into a mini-project. 

Choosing the Solution

Alycia: Out of all the CMS options, what was the differentiator for Storyblok?

 
Brandon: Storyblok gave them the freedom and control they were missing, without adding more complexity… even non-technical users could jump in and update pages quickly. Storyblok also gave us the foundation to create a site that can grow and adapt with their needs, without starting from scratch every time.

 

How did you approach blending Storyblok with Adobe Commerce, since Primo already had that license?

 
 
Brandon: Adobe Commerce was the natural path forward for the engine, since Primo still needed a robust commerce solution. But Adobe Commerce on its own lacked CMS functions. So, we pivoted — all CMS and marketing material, plus lightweight product information, live in Storyblok. That’s where the rich features like page creation, components, and dynamic experiences come in. Meanwhile, Adobe Commerce handles the engine, rendering, and commerce functions. In short: Storyblok powers the storytelling, Adobe Commerce powers the selling.

Implementation in Action

 

Brandon: What’s the single most important thing we did during implementation to futureproof their site?

 
Alycia: The scalable block library. The Primo team can mix and match blocks to build new pages or update existing ones — quickly, consistently, and without needing us every time.

 

Brandon: Why was that block library such a game-changer?

 

Alycia: We baked brand guidelines — typography, color palettes, spacing — right into the blocks. It gave them creative freedom while ensuring they couldn’t accidentally go off-brand.

Enablement Training & Support

 

Brandon: How did you approach training so that their team actually felt confident?

 
Alycia: We didn’t just do a one-off training. We ran “learn by doing” workshops, so by launch day, their team had already built real pages and handled updates with our support. 
 

Brandon: Do you remember a lightbulb moment when they realized how much easier this would be?

 

Alycia: Absolutely — the first time they built a landing page without needing a developer, you could see the relief.

 

Brandon: How did we strike the balance between support and dependency?

 

Alycia: We set them up to handle day-to-day confidently, but we’re still available for big-picture needs.

The Results

 

Brandon: Which result makes you proudest — the 35% faster updates, the autonomy boost, or governance improvements?

 
Alycia: Faster updates, hands down. But honestly, seeing their team own the process is just as rewarding.

 

Alycia: What’s one unexpected way their team has improved since launch?

 

Brandon: Collaboration. With fewer bottlenecks, marketing and IT work together instead of tripping over each other.

Wrap up & Takeaways

Brandon: If you had to describe the “before and after” in one sentence, what would it be?

 
 
Alycia: Before, it was a jumble of disconnected sites; now it’s one platform that’s on-brand and built around the customer journey.

 

Alycia: What advice would you give to a brand still stuck with a rigid, outdated CMS?

 

Brandon: Don’t accept frustration as normal. The right tools make your team faster, more creative, and more effective.

 

Brandon: What’s the one thing about this project you’ll still be talking about a year from now?

 
Alycia: How design and technology together unlocked so much efficiency.

 

Alycia: What would you say is the biggest reason this implementation worked so well?

 

Brandon: Partnership. We didn’t just deliver tech — we built a system that let their team thrive.