Who is tonic?
tonic is a digital studio focused on clarity.
We create websites and identities for businesses that are tired of sounding like everybody else online.
Clearer communication.
Better presentation.
Less unnecessary noise.
why we exist…
Most websites aren’t bad. They’re just bland.
Same layouts.
Same language.
Same recycled, ChatGPT-generated copy claiming to be “premium”, “innovative” or “customer-focused”.
After a while, everybody starts to blend in.
We started tonic because the internet already has enough of all that.
Our Approach.
Most businesses already have something interesting about them.
The problem is usually how it’s being presented.
We focus on clarity, tone and restraint to create websites that feel more distinctive, believable and easy to connect with.
Clarity.
Before we design anything, we spend time understanding the business properly. Not just how it looks. But how it speaks. Who it’s trying to attract. And what currently isn’t working.
Often the issue isn’t a lack of quality. It’s clarity.
Get Clear
Personality.
We’re not interested in making brands sound bigger, louder or more impressive than they really are. Usually, the strongest positioning – your personality – already exists.
It just hasn’t been presented properly yet.
Get Personal
03 – Edit properly
Taste.
01 – Start with the right questions
02 – Find what feels true
A large part of good design is knowing what to leave out. The same goes for websites. Consumers are crying out for less AI-generated filler. Less fluff. Less trying-too-hard.
More confidence in what already makes your business good shows you’ve got… good taste.
Get Tasty
Frequently (Un)asked Questions
The stuff clients usually ask… eventually.
It’s probably easier if we answer these now.
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The annoying answer is: it depends.
But realistically, most projects tend to fall somewhere around:
Landing pages
Anywhere between £1.5k – £3kFull websites
Anything from £3k+That includes strategy, design and website copy.
Projects with things like e-commerce, memberships, bookings or more custom functionality usually start closer to the £5k mark.
Also, the more people involved, the less straightforward things tend to become.
Lots of catch up calls, different decision-makers, and endless rounds of amends have a habit of stretching timelines and budgets fairly quickly.
If you want an actual number, the best thing to do is get in touch and tell us what you need.
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Agh, here we must answer a question with a question. How long is a piece of string?
Nah, seriously. All timelines depend on project scope and our availability. Sometimes we could turn it around in two weeks, others two months. Let’s talk and we’ll see what we can do.
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Who knows?! Probably.
But the better question is usually whether we understand what makes your business different.
That part matters more.
Good taste translates surprisingly well.
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Yes.
In most cases, the issue isn’t that businesses have nothing to say.
It’s that they’re saying too much.
We help shape the messaging as part of the process, so the final website feels clearer, more consistent and easier to connect with.
We might ask you to supply some imagery here and there, but what you haven’t got we can work with you to fill the gaps.
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Less than you probably think.
We’ll need input, the odd brand asset here and there, plus occasional decisions from you along the way, but part of our job is making the process feel straightforward.
Nobody needs another full-time job disguised as a web project.
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Hell, yeah.
Heaps of our projects are with brands that have an existing online presence in need of a little… TLC.
Most of these guys don’t need a complete reinvention.
They just need better structure, clearer communication and a more considered way of positioning themselves online. That’s where we come in.