Digital brand, user experience design and new website development to bring a Croatian liqueur company's online business presence to the USA.
Darna International LLC is a Croatian-owned liquor production company. Based in Croatia, the company imports and sells its products to wholesalers and retailers in the United States. Darna's existing website required a facelift: restructuring content, reorganizing the site's navigation and informational architecture, and updating existing content previously trapped in JPEGs into web-ready, accessible elements.
My point of contact for the project sought to highlight and present the company's wide boasting of completely original cocktail recipes. These excitingly crafted beverages will be featured prominently on the site. One of my first presentational ideas was to portray the beautiful cocktail photography in an ever-shifting, wide, and mood-setting slider on the website's homepage.
Utilizing a presentational style reminiscent of a product showcase or trophy case, I positioned Darna's liqueur products in another slider on the homepage. This time employing a white background to strike a minimal and timeless aura surrounding the subjects. The bottles' beautiful designs and prominent awards demand attention as the slider cycles through different product offerings.
Once you as a user navigate to individual product pages on Darna's website, your eyes will find their way to a section below that details how to use each specific liqueur. In this case, I have snipped the presentation of Amaro cocktail recipes. Each of these images hyperlink off to recipe pages for specific. I sought to use a cascading navigational strategy across the site, giving interesting, wide ranges of engaging visual content at initial levels, and then subsequently designing inner page transitions that dive into deeper, more specific informational presentations.
Enticing professional mixologists and hobbyist cocktail crafters alike, Darna's individual cocktail pages are where I spent large amounts of my focused time. What follows below is my design and build of a sample cocktail page. In this case, we see the Amaro Sunset. Sleek and attractive headings guides users to the most basic ideas in an instant: what this thing is, what I need to craft it, and what I'll do to craft it. Additionally, I maintained the mood-setting general cocktail slider to continue the visual atmosphere of Darna's irresistible and subtly luxurious cocktail vibe.
In a similar vein of presentation, I built individual liqueur product pages following the overall layout structure of individual cocktail pages. After seeing a broader view of product offerings, website navigators can drill down into individual product pages to find the nitty-gritty details. In this case, we see the Amaro Liqueur. I like to often present overall informational elements in bite-sized pieces as I moved down my available typographic elements tools.
Clear product tiles showcase each liqueur offering with bold and striking typographic choices. When a user hovers over these elements, a red border and drop shadow appear to indicate which product they're viewing. These small details are the nuances that drive effective interaction design.
My contact for this project recovered and delivered a huge store of old product labels to me, requesting that they be maintained in the new site design. These old liqueur bottle ads and product labels date back decades, well into the early twentieth century. The artwork has so much character and really sells the authenticity of the brand. I maintained the images in various content sliders on the website.
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