Giving the beer room to speak
This was a four-person first-year redesign for Tooth and Nail, a local Ottawa brewery. I led the research, built the interface and assembled our presentation deck. The group also included other designers and artists.
While some would argue the opposite, I am especially drawn to those hipster products with gorgeous branding and clean, beautiful sites (see Mana Yerba Mate as an example). In the case of Tooth and Nail, their site was the polar opposite of this. Which in itself is endearing in a way, but not a way that appeals to me.
The existing site had very little hierarchy. Products were hard to scan, prices disappeared, and the pages felt closer to forms than a brewery with a strong point of view. I built moodboards, reviewed competitors and turned the supplied type and colour into a small design guide before moving into wireframes.
Looking back
The visual work has been tidied since school, but the core decisions are the same: clearer products, calmer pacing and a much easier path to the price.