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A few corks popped around the office earlier this month, as we hit launch and welcomed our newest brand to the blubolt family. Adnams are a fantastic retailer, with an enthusiastic following, and a distinctive style that we couldn’t wait to translate into their new online retail experience.
We knew from the start of the project that this would be a hardworking, multi-purpose site. Adnams offer much more than delicious beers, wines and spirits. Their eCommerce site also needed to support experience and event booking, and provide users with location-specific information regarding their many pubs and hotels.
With so many jobs to do, emphasis was placed squarely on the customer journey, and the many different variants thereof. We wanted to create an engaging but intuitive site that fulfilled its many roles in a manner that felt friendly, effortless and fun.
Adnams’ branding is very illustration-led and instantly recognisable by its bold graphic style. Our creative team had a field day working with this, and were able to collaborate closely with Adnams’ own in-house designer and key stakeholders throughout the project to ensure that the personality and charm of the brand shone on every page. The result is a site that successfully blends many different visual graphics together, whilst avoiding any sense of competition or chaos.
One of the key considerations of this redesign was the many different ways to shop a product (each beer, for example, can be purchased in bottles, multipacks, kegs etc.) In order to achieve this, we structured variants to ensure an intuitive user experience. We also took great care to ensure that the multiple functions of the site (brewery tour booking, pub locator tool etc) were equally practical.
Without further ado, we invite you to pour a cold one, head on over and explore the beautiful new Adnams site.
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