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A mixture of rum and horchata, RumChata isn’t your typical liquor; so, for its online platform, Denver, Colorado–based design studio Legwork created a site that celebrates its atypical qualities with a robust recipe catalog. Visitors can explore the many possibilities of RumChata through standard browsing options, such as grids and list views, but they can also search for specific recipes by ingredients, names or even suggested occasions. “One of the most important architectural obstacles we faced was designing a system that could elegantly serve rich content to both users and robots,” says Andy Mcintosh, partner at Legwork. “The bots are getting better at simulating user interactions and finding content, but we wanted to be sure what they were looking for was right there on the page as soon as it loaded.” The site also loads content in the correct context when visitors are linked to specific sections through social media, making the site easily sharable. “People are loving the new structure, design direction and recipe section,” says Adam Palmer, director of digital at RumChata. “The site has provided us with a much more efficient platform for showcasing our recipes to distributors and consumers alike.”

rumchata.com

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