A digital experience as dynamic as its borough
A new Brooklyn Brewery website blends culture, content and e-commerce.
Services PROVIDED:
BRAND STRATEGY
VISUAL & VERBAL IDENTITY
BRAND GUIDELINES
MARKETING ASSETS
WEBSITE/UI DESIGN
Insight
The craft beer space is as crowded as a bar on Saturday night. A clever logo and fun labels are common. The way to stand out now is through immersion in brand culture.
Challenge
Brooklyn Brewery had award-winning products, packaging and design. But they’d fallen behind digitally, with a text-heavy, static website that didn’t match their dynamic character.
Solution
Traina built Brooklyn a new web presence with smooth functionality and a lively feel that reflected the spirit of their city and the craft of their beer.
ADVANTAGE
Hello, Brooklyn
Brooklyn Brewery had a rich history and culture working for them, along with Traina’s roots in the craft beer epicenter of San Diego. Having supported the success of Ballast Point and unique beverage collabs like Moto Sonora, we know how much community informs craft, and how creativity must flow not only from cans and bottles, but every part of a brand.
APPROACH
Get personal
From the first page load, the new Brooklyn Brewery site invites self-expression and personal connection. A custom beer-finding tool helps users discover the ideal match for their personality. Quirky questions show interest in the audience and a streamlined backend allows new questions and products.
Go local, show global
The eclectic nature of Brooklyn informs product pages, with each beer expressing a unique personality but all tied together with an underlying visual system.
Products can have custom color palettes, photography, even food pairings and stories from Brooklyn’s brewmaster—bringing the local heart of each brew anywhere in the world.
We’re seeing a much lower bounce rate, which was our goal. The website offers a richer experience that keeps users on the site for longer.”
Tim Rozmus, digital marketing manager
CAMPAIGN ACTIVATION
Create space for community
After the site launched, we helped Brooklyn with their Create Space initiative, designing a web experience that amplifies voices from the LGBTQIA+ community. Traina developed an efficient system to share stories, provide resources and magnify the support and impact of LGBTQIA+ activism.
RESULTS
Brooklyn’s own
Many breweries are hyper-creative in their beer, but miss opportunities in their digital identity. Brooklyn’s new online experience not only sets them up for the future but garnered an immediate uptick in user engagement and several industry awards.
New users in 60 days
Page views in 60 days
ACCOLADES/PRESS
The One Show – Digital silver award
CSS REEL – Site of the Day
CSS Design Awards – Special Kudos
awwwards. – Honorable Mention
