Originally the Perfect Draft machine was being sold directly through the Beer Hawk website. But with fast growth and high sales the team decided to branch out and create a new sales channel for their rapidly growing product. This led to the creation of a new brand identity and website. The website was built to not only sell the machine, but to also home a community of beer lovers, a place where they could share their beer setups with like-minded people.
Building a new brand experience requires everyone to be on the same page internally and externally. We spent a couple of days with the Perfect Draft team resource planning, discussing goals, sketching wireframes and creating user journeys. The outcomes of this workshop was to align business goals with the needs of the customer, creating an experience that worked for everyone.
