Shiner 2.0

Challenge: Shiner Brewery, known for its ever-evolving design language and innovative beverage offerings, needed a refreshed web presence to match its introduction of a new spirits line and continuous reinvention in the alcohol industry.

Solution: To address this need, Shiner partnered with Glide and the Bakery to create a custom web experience that reflects its dynamic brand and showcases its diverse product lineup.

Project Highlights:

  1. Interactive Homepage:

    • An engaging and dynamic homepage designed to captivate visitors and provide an immersive entry point to the Shiner brand.

  2. Product Feature Pages:

    • Dedicated pages for spirits and beer, highlighting each product's unique qualities and offering detailed information to educate and entice consumers.

  3. Brewery Bookings Page:

    • A streamlined booking system for brewery tours, making it easy for visitors to plan their experience at Shiner Brewery.

  4. Events Calendar Page:

    • An up-to-date events calendar to keep visitors informed about upcoming happenings, tours, and special events at the brewery.

  5. Store Locator Page:

    • A user-friendly store locator to help customers find Shiner products at retailers near them.

  6. History of Shiner Page:

    • A dedicated page that tells the rich history of Shiner Brewery, showcasing its heritage and journey over the years.

Client:
Shiner Bock

Team:
Digital Design Consultant: Caroline Schaffer
ACD: Kaleb Sindac (The Bakery)
Producer: Jeff King (Glide)
Senior Account Manager: Jacob Luttmer (The Bakery)
Design Lead: Katie McGuire (Glide)
Copywriter: Blake Rozas (The Bakery)

PHASE ONE

Concepting

Exploration and Inspiration: During our explorations of Shiner's design language, we established foundational parameters to guide the visual direction of the site. Our vision boards aimed to encapsulate the following elements:

  1. Timeless Whiskey Brands:

    • We drew inspiration from the classic and enduring aesthetics of renowned whiskey brands. This included rich, earthy color palettes and elegant, traditional design elements that convey a sense of heritage and quality.

  2. Nostalgic Posters:

    • Vintage posters influenced our design with their bold typography, striking imagery, and nostalgic appeal. This helped infuse the site with a sense of history and authenticity, reflecting Shiner's long-standing tradition.

  3. Western Font Faces:

    • Western-style fonts were selected to evoke the rugged, pioneering spirit of Texas. These fonts add character and a distinct regional flavor to the site's typography, aligning with Shiner's Texan roots.

  4. Distress Textures:

    • To add depth and a tactile feel, we incorporated distress textures. These textures create a sense of age and durability, mirroring the time-honored brewing practices of Shiner Brewery.

Conclusion: By combining these inspirational elements, we aimed to create a website that not only reflects Shiner Brewery's rich history and Texan heritage but also resonates with modern aesthetics. The resulting design is a harmonious blend of tradition and contemporary appeal, capturing the spirit of Shiner Brewery in a visually engaging and authentic way.

PHASE TWO

Site Architecture

The website will be revamped to improve user experience, deliver comprehensive information, and incorporate engaging multimedia content. Planning for future email/CRM integration and new sections will ensure the site remains functional and relevant as the brewery evolves.

Overall

To update the website and enhance the user experience, we propose the following modifications:

  1. Add Pages:

    • Spirits

    • Merch

  2. Rename "About" to "Our Brewery"

  3. Update Navigation Menu:

    • Current: Beer, About, Visit, Find

    • Proposed: Beer, Spirits, Our Brewery, Visit, Merch, Find

  4. Plan for Email/CRM Integration:

    • Ensure the website structure can accommodate future email and CRM system integration.

Home Page

  • Incorporate Video Content:

    • Use video throughout the homepage for enhanced engagement.

  • Page Layout: Five Sections

    • Header Video & Logo Lockup:

      • Feature the brewery with a prominent video and logo.

    • Featured Beers:

      • Display a selection of popular beers.

      • Clarification: "Featured Beers" showcases a lineup, while "Product Teaser" provides details on one specific beer.

    • Spoetzl Brewery Happenings:

      • Highlight 2-3 upcoming events.

      • Include links to the full events calendar, tours, and restaurant. This replaces the "Events" section.

    • Featured Merch (Optional):

      • Highlight select merchandise items.

    • Who We Are:

      • Provide an elevator pitch about the brewery, emphasizing its independent craft and family-owned status in Texas.

Beer Page

  • Maintain Destini "Find" Functionality:

    • Place it on the main "Beer" page or product details pages.

  • Build Consumer Anticipation:

    • List all seasonal variants for the year.

    • Use stickers to indicate "In-market," "Coming soon," or "Last call."

    • Provide in-market timeframes below each beer.

  • Additional Features:

    • Add a button for nutritional information on each beer's details page.

    • Include recipes alongside the "Pairs well with..." section.

Spirits Page

  • Layout:

    • Use header imagery or video featuring the stills or tasting room.

  • Content:

    • Highlight current spirits: Vodka, Gin, and Shiner 'Shine.

    • Include a CTA for distillery/tasting room tours.

    • Ensure scalability for future spirit offerings.

Our Brewery (About)

  • Add Subsection:

    • "Trophy Room" for awards and recognitions.

Visit Page

  • Content:

    • Include hours for all facilities: gift shop, restaurant, brewery, tasting room, etc.

    • Determine optimal placement for this information, such as in FAQs or the contact page.

  • Additional Information:

    • Free parking details.

    • Links to overnight accommodations.

    • Suggestions for other places in Shiner to get beer after the brewery/distillery closes.

PHASE THREE

Design

FIGMA PAGES OVERVIEW

The revamped Shiner Brewery website now offers a seamless and immersive user experience that effectively communicates the brand's heritage and innovation. With its engaging design and comprehensive features, the new site positions Shiner Brewery as a leader in the alcohol industry, continually reinventing the beverage experience for its audience.

By combining rich content, interactive features, and a cohesive design, the new Shiner Brewery website successfully bridges the gap between tradition and modernity, providing a platform that supports the brand's growth and evolution.

Next

Rhythm: That's Good Energy