The Challenge: Strong Product. Low Online Conversion and Fading Presence.

StillDragon had built a reputation in the distilling world for delivering modular equipment that punched well above its price point. Their customers? Craft distillers, entrepreneurs, and tinkerers who valued performance, personality, and flexibility.

The problem? Their outdated website and online store didn't reflect any of that.

Clunky, ancient, and devoid of the personality that defined the brand offline, StillDragon's digital presence was falling behind-despite a fiercely loyal customer base and a standout product. The owners were juggling a growing business, international operations, and zero time to rewrite copy or rethink brand strategy.

They needed a partner who could step in, take the reins, and bring the brand and the online business into its next era.

Enter Midnight Machines.

The Solution: Sharpening the Edges Without Losing the Soul.

Midnight Machines approached the project with deep respect for what StillDragon had already built—and a clear vision for where it could go next.

• An online store built for speed and sanity: While StillDragon's larger equipment requires custom quotes, the online store was designed for instant gratification. Built on WooCommerce and fully integrated with Stripe, ACH, and UPS, the store features over 400+ buy-now products/parts, all searchable, shoppable, and organized for speed. We migrated the products/parts from Magento, added order-tracking and account management features, and made the backend intuitive enough for the team to manage on their own. Clunky eCommerce? Slayed.
• A New Brand Identity: A complete visual overhaul included a new logo, color system, typefaces, and visual language-applied everywhere from the site to the steel plates on StillDragon's equipment.
• Voice & Copy That Actually Spoke to Humans: The website's tone got a serious upgrade. No more dry, technical droning-just clear, confident, and slightly cheeky language that resonated with the passionate distillers StillDragon serves.
• Design with Swagger: The redesigned WordPress + WooCommerce site was modern, clean, and infused with the kind of boldness you expect from a company whose parts come with dragon logos engraved in steel.

The new site didn't just look good—it worked. The copy simplified complex ideas to drive demo requests, and the design gave Stilldragon the professional, trustworthy digital presence they needed.

The Results: New Branding and Online Conversion Worth Raising a Glass To.

The new StillDragon wasn't just easier on the eyes—it worked harder across the board.

• Instant Conversion: Clients were eager to start using the new online store, which resulted in an online conversion increase right away.
• Stronger Identity: Customers now immediately understand who StillDragon is and what makes them different.
• Simplified Sales: Clearer copy and structure guide customers to the right products-without the usual back-and-forth.
• Real Personality: The new site reflects the hands-on, straight-talking nature of the team behind the brand.
• Less Stress: With a fully built system and flexible backend, StillDragon's team can update and evolve things without outside help.

The Missing Peace, Found

StillDragon didn't need reinvention. They needed someone to sharpen the edges, tell the story, and bring their hard-earned credibility into better focus.

Midnight Machines delivered an online store and a brand that not only matched their product - but finally did it justice.