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Adnams approached us wanting to both replatform and transform their online retail experience, with a special emphasis on the improved customer journey.
Foods & Drink
Adnams company vision revolved around ideas of social responsibility, sustainability and ongoing innovation, and their new site needed to reflect all of these key values, as well as providing a “best in class” experience for ordering, subscriptions, bookings and location-based searches.
As a brand with a committed and enthusiastic following, Adnams had bags of personality, charm and ambition. Although looking to scale and expand, remaining true to their core pillars of individuality, integrity and sustainability was still a top priority, and this values-led aspect of the businesses needed to come through in their new site design and build. We wanted to communicate a sense of the brand’s rich and lengthy history and coastal location, as well as their charitable community activities and commitment to sending zero waste to landfill.
Adnams’ branding is very illustration-led, and instantly recognisable by its bold graphic style. This strong identity necessitated close collaboration with their in-house designer and key stakeholders throughout the project. We wanted to create a site that would be educational for the aficionados amongst their fan base without alienating the more casual browser, so worked to integrate ‘bite-sized’ content throughout. During the initial discovery phase, we used wireframing to explore the many user journeys that the site could inspire. We also worked with Booking Live to ensure full integration, and optimised for handheld devices, as these handled most traffic to the site.
Despite the many different ways to shop a product (each beer can be purchased in bottles, multipacks, kegs etc) we’ve structured variants to ensure an intuitive user experience, and taken great care to ensure that the multiple functions of the site (brewery tour booking, pub locator tool etc) are equally practical. A considered design process ensured that the colourful, clashing style of their individual products could be represented, whilst still keeping the site clean and uncluttered.
The result of our collaboration with Adnams is a site with a strong focus on storytelling, showcasing the individuality of its wide range. It’s instantly recognisable as an Adnams product, rewarding those already invested in the brand, and welcoming those looking to discover it.
With a strong focus on repeat custom and loyalty, we’re looking forward to adding the powerful subscription functionality developed by blubolt to Adnams’ site. There will also be the addition of their Wine and Gin Clubs – cheers to that!
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