Marketing Campaign
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Product Development
La Cotidiana A Case Study in Craft Beer Marketing.
From Pixel to Print: The Power of Consistent Visual Branding
Client
BBC (Bogota Beer Company - ZX Ventures)
Categories
Content Marketing
Product Design
Branding
The Challenge
What problem were we solving, and why did standard solutions fail?
The craft beer industry is saturated with visually noisy, hyper-niche aesthetics that appeal strictly to hardcore beer enthusiasts while confusing everyday consumers.
The primary challenge was to launch a digital brand and web experience that balanced artisanal authenticity with premium, approachable storytelling. The campaign needed to establish an emotional connection with consumers, convert web visitors into event/taproom traffic, and set up a flexible marketing asset system for ongoing promotions.
The Problem
"Great craft products thrive on story and craft—but traditional digital marketing breaks that connection."
Craft breweries invest heavily in physical taste experiences and packaging, but their digital touchpoints often suffer from:
Disconnected Brand Experience: A drop in design quality when moving from physical cans/taprooms to digital touchpoints.
High Bounce Rates: Overwhelming menus and generic landing pages that fail to highlight signature brews or tell the story behind the flavor profiles.
Low Conversion on Digital Campaigns: Lack of a clear narrative arc leading visitors toward taproom visits, online orders, or subscriber signups.
Core Question: How might we bridge the gap between physical craft brewing and a digital experience that drives real-world engagement and conversion?
The Solution
"A narrative-led digital experience built around sensory design and seamless interaction."
We developed a cohesive brand positioning and digital landing experience centered on sensory storytelling and modular design system components:
Immersive Visual Hierarchy: Rich, high-contrast imagery coupled with refined typography to evoke taste profiles (bitter, floral, roasted, citrus) directly through UI cues.
Interactive Flavor Profiles: Interactive components allowing users to explore tasting notes, hop origins, and ideal food pairings dynamically on both mobile and desktop.
Conversion-Driven Architecture: Strategic placement of high-intent CTAs (Find on Tap, Local Pickup, Seasonal Release Signups) embedded naturally into the narrative flow rather than feeling transactional.
Scalable Marketing Design System: A flexible set of UI components and social campaign templates allowing the brand team to launch seasonal releases in hours instead of days.
Design System & Key Features
"A narrative-led digital experience built around sensory design and seamless interaction."
Feature 01: Sensory Tasting Cards
Dynamic UI modules presenting beer specs (ABV, IBU, Hop Profile, Tasting Notes) with clear visual indicators, making complex craft jargon digestible for casual drinkers.
Feature 02: Taproom & Event Locator
An intuitive, location-aware UI component designed for seamless navigation on mobile, helping users locate nearby stockists, taprooms, or upcoming seasonal tasting events.
Feature 03: High-Impact Hero & Storytelling Modules
Editorial typography, rich brand narratives, and structured micro-interactions that showcase the brewing process, ingredients, and local heritage without cluttering the page.
Outcome & Impact
Positioning craft beer as a premium experience through digital design.
Brand Perception Elevation: Created a cohesive visual language across digital channels that matched the premium quality of the physical brew.
Enhanced Engagement: Increased average time-on-site through interactive tasting notes and rich visual storytelling.
Turnkey Marketing Execution: Delivered a production-ready component library and web template, enabling the brand team to quickly publish seasonal releases independently.
My mission is to
From high-level vision to production reality.
Open for remote product design leadership worldwide