This client project was assigned by the redthread team.
Project Description
This project involves the design and development of a new website for Ashland Brewing Company, a brand new brewery opening in Ashland, Nebraska. The website aims to establish an online presence that reflects the brewery's vision as a community space for relaxation, socializing, and enjoying quality brews. The design will need to incorporate a voice that is both classy and local, aligning with their brand guide developed with Secret Penguin. Key functionalities of the website will include e-commerce capabilities for selling merchandise (hats, t-shirts, pickleball paddles), integration of reservation software for their pickleball courts, and providing informative content about the brewery and its offerings. Prioritizing ease of use for visitors will be crucial in the website's design and functionality.
Client Asks
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Establish a brand new online presence for a new brewery.
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Convey a specific brand voice: Classy yet local, as defined in their brand guide.
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Implement e-commerce functionality: To facilitate online sales of hats, t-shirts, and pickleball paddles.
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Integrate reservation software: For booking pickleball court times.
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Provide informative content: About the brewery and its offerings.
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Create a local feel: The website needs to resonate with the Ashland, Nebraska community.
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Prioritize ease of use: Ensure the website is intuitive and user-friendly for all visitors.
Creating A Design System
Key Takeaways from Project
Design with Community at the Core
From the beginning, it was clear that this wasn't just a brewery—it was a local gathering place. Every design decision, from imagery to layout, needed to reflect that warm, small-town energy while still feeling elevated. We aimed to create a digital space that felt just as welcoming as the physical one, encouraging visitors to stay, explore, and connect.
Balance Local Charm with Functional Flow
The challenge was blending a classy, polished visual language with down-to-earth, user-friendly design. We prioritized clarity and simplicity—whether someone is browsing merchandise, reserving a pickleball court, or learning about the brewery. It had to be intuitive, quick to navigate, and reflective of the laid-back, quality-first attitude of the brand.
Let the Brand Voice and Story Shine
With guidance from the Secret Penguin brand work, we leaned into the unique tone that Ashland Brewing Co. brings—classy, but still approachable. The UI, microcopy, and overall structure were built to support a brand story that’s proud of its roots, excited about what’s brewing, and ready to invite everyone in.