HOLY: The soft drink revolution expanding across Europe

Weareholy is a Berlin-based top-5 German startup rethinking soft drinks. Founded in 2020 and now over 160 employees strong, this later-stage VC-backed company is shaking up the beverage industry with bold plant-based drinks.

Client: Holy.com
Capabilities: Service System • Organisation design • Product Experience

Business development
Secured the engagement through a two-day on-site pitch in Berlin, following an internal audit commissioned by the client. By identifying the key levers for change within the system, I expanded the scope into a nine-month engagement, aligning stakeholders around a shared vision and ensuring it was not only approved but delivered.

Service system
Defined the project vision and implementation roadmap, grounded in business needs and organisational capabilities. Recruited and led a cross-functional team through three delivery phases, managing senior stakeholders and founders throughout.

Organisation design
Assessed the existing operating model to identify capability gaps, and proposed pathways for the team to transition to a more connected way of working, improving consistency and building readiness for AI adoption.

Content strategy
Developed a content framework to standardise product categorisation and naming conventions across multiple languages. Introduced a content-design process that enabled faster time to market.

Product experience
Redesigned the customer experience, including information architecture and navigation, to improve product discoverability and increase average basket value. Established a scalable design system to ensure consistency across multiple e-commerce platforms.

“Andreas joined us for a contained special project and he immediately identified a much larger priority: building a solid foundation to scale the HOLY store. He pushed us to ask the right questions, align all stakeholders, and commit to the hard work that truly moves things forward. By bringing in top talent from his network, he helped us close gaps and boost our team’s velocity. We’re truly excited for the next chapters together!”

Florian Horsch — Director of Product at HOLY