The challenge

The primary objective was to create a progressive web experience — one that felt less like a website and more like stepping into an artistic universe. It needed to:

• Highlight the ever-changing nature of the product and the rotating collaborators: The site should evolve alongside the brand and showcase new creative partners regularly.
• Feel immersive, bold, and unexpected — just like the beer: The experience should reflect the brand’s adventurous and sensory qualities.

• Serve as both a marketing tool and a cultural portal: It should drive engagement while offering deeper stories, art, and community insights.
• Be easy to manage and update by a small team with limited technical resources: Content updates should be streamlined and require no development expertise.

The target audience? Design-savvy beer lovers, digital nomads, art collectors, and curious minds tired of bland experiences online. This site had to stop them in their tracks — and make them talk.

Design that tastes like the brand

We treated the website like a canvas - drawing direct inspiration from the bottles themselves. Bold color palettes, quirky layouts, unexpected microinteractions and immersive visuals created a playful, artistic atmosphere. The design allowed users to explore:

• Beer recipes in a rotating bottle-view with 360° interaction: Let users explore the unique ingredients and design in an interactive, tactile way.
• Full-screen artwork, centered around the artist’s expression: Celebrate creativity with immersive visuals that take center stage.
• Artist bios and stories to deepen the connection between product and creator: Showcase the humans behind the collaboration to build authenticity and engagement.

The navigation intentionally broke convention — fluid, but intuitive. It encouraged exploration rather than funneling users through rigid paths.

Crafted code for a creative concept

To meet the high-performance needs of this animation-heavy concept, we avoided traditional frameworks and built a custom Single Page Application (SPA). This allowed for:

• Seamless transitions between sections: Ensure smooth scrolling and fluid animations to maintain engagement throughout the journey.
• A dynamic preloader animation that introduced the brand’s tone before the first interaction: Set the mood and create anticipation right from the start.
• Pixel-perfect responsiveness, adapting to devices without compromising the visual language: Deliver a consistent and polished experience on every screen size.

Animations were powered by GreenSock (GSAP) — enabling buttery-smooth performance, even with complex transitions.

Custom WordPress CMS

Despite the bespoke front-end, the backend was straightforward: a custom WordPress theme with just the right amount of flexibility. The client could:

• Add new beer entries and artwork: Easily manage rotating products and their visual assets.
• Update artist profiles: Keep bios and stories current as new collaborators join.
• Control homepage content and promotional features: Empower the team to highlight timely updates and campaigns without developer support.

We avoided bloat and complexity — ensuring the client had full control without any technical overhead.

Challenges & Solutions

• Design Complexity: The unconventional layout demanded advanced front-end techniques to ensure consistency across screen sizes.
• SEO & Performance: Traditional server-side rendering was clunky with our dynamic navigation, so we optimized the SPA using custom routing, smart preloading, and clean markup.
• Animation Performance: GSAP + tailored optimization strategies helped maintain high framerates across all devices — ensuring smooth transitions without sacrificing page speed.

From code to cheers!

We don't have charts and graphs — because we barely had time to measure.

Just two months after launch, the client was acquired, and the website went offline. But the impact was real. The design drew praise across social media, and the bold experience helped elevate Ah! Brew Works from a niche label to a brand worth acquiring.

Sometimes, the best metric is momentum.

Technology Stack

• Frontend: HTML, SCSS, JavaScript, GreenSock (GSAP), Custom SPA Framework
• Backend: WordPress (Custom Theme + ACF), tailored for simple content management and scalability

AH! The aftertaste

Ah! Brew Works asked us to create something that people would talk about - and that's exactly what happened. By blending bold design, unconventional UX, and smooth performance, we built more than a website - we built an experience.

And though it may no longer be online, its legacy continues to inspire how we build special digital presence for culture-driven brands.