New Identity JH Whisky
New Identity JH Whis
Whiskey is a favorite luxury for many people to treat themselves and relax. Whether alone or in the company, whiskey is becoming increasingly popular, including among younger population groups. Smaller boutique labels in particular are conquering ever larger market shares. Founder Jens Heiler's label could also be taken to the next level with digital mids.
Driven by his deep passion for the craft of boutique whisky, founded Whisky-Mobil in the '90s and saw an untapped opportunity in the market, using his strong relationships, particularly with brick-and-mortar businesses that valued his hands-on approach as a distributor, Jens gradually grew his business to carve out a niche. But despite his undeniable past success, Jens faces the challenge of leading his analog network into the digital age through a sophisticated e-commerce shop. He reached out to us and asked for our help as he lacked the expertise to effectively position his current website and leverage his own brand reputation to sell directly to consumers.
For the whole process visit @MEDIUM
Whisky on the rise
We proposed a simple and sophisticated website, that transfers Jens’ offline Brand into the digital market and sells his Whisky. The user would find a full e-commerce store while being able to give reviews and to interact.
REBRAND - JH Whisky
Given the niche-ness of the industry we were operating within, we curated an interview pool of 25 people who’d be able to give us in-depth insights into their whisky-consumption and purchasing habits. Through a series of interviews we learned that whisky was much more than a drink, it was a ‘club’ an exclusive, premium-feeling community of refined palettes and hobbyists who took great pride in their product knowledge.
REDESIGN
To elevate the brand and digital experience we emphasized more on the brands journey as well as Jens Heilers expertise - to build trust and a generally sustainable image and network. Further the richness of the product is displayed more visually clear and delicate, through individual product cards with flavour charts.
style tile after rebrand
After validation between mood board and brand attributes from more usability tests, we began creating reusable styled-components, the beginning of our UI kit and Design System. We further reorganized the information architecture of the page, including better storytelling as well an easy path to the online shop.
The general design focus of the website was easy accessibility and the reference to the target group, which was primarily dominated by men, 30 years of age and older. In order to better illustrate Jens and his story and his product range, we chose more classic imagery in black and white as well as very sensual images to convey the rich taste of the whiskey in the imagery as well. The Link to tasting events remained in the Information architecture of the site, guiding the user easily to the social media channels of JH Whisky.
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