Responses by Kristi Jones, director of account services; Leo Rabelo, digital director; and Cory Dobson, senior front-end developer, Traina Design.
Background: Brooklyn Brewery is a beloved brand with loyal, craft beer-drinking fans spread across the globe. The brand’s unique, vibrant personality has always been well represented in its packaging and products, but its website had fallen far behind. It was an outdated experience built on an outdated platform, and it was limiting the brewery’s opportunities for growth and customer engagement. The team at Brooklyn Brewery engaged Traina to design and launch a robust new website.
Challenges: The Brooklyn Brewery brand is eclectic. Each beer has its own distinct brand identity and personality. So finding a way to unite all of the brand’s disparate brand elements into a cohesive visual experience presented an exciting creative challenge. The result is best seen in the beer detail pages. Each page showcases the unique look and feel of that beer, but the underlying template successfully ties them all together. The back end was built to support this customization, enabling each beer page to feature its own color palette, photography, food pairings and even a custom edition of the iconic Milton Glaser–designed Brooklyn B logo at the top of each page.
Navigation structure: The navigation was heavily informed by an audit of the previous website’s analytics. Not surprisingly, most visitors come looking for great beer. So we organized the product portfolio into categories based on availability—year round, seasonal and limited—and made the most popular beers accessible directly from the mega nav. We also knew from the existing metrics that brewery information and event details were popular topics. The navigation is designed to help visitors quickly and easily discover the information they need.