Louisiana Libations

The Louisiana Libations website serves as a digital hub for exploring the state's thriving craft beverage scene. Its primary objective is to inspire and assist travelers in planning their own "libations trails" across Louisiana.

This project involved a comprehensive redesign of key website pages: the Homepage, Libation Profile Page, Partner Page, and Search Grid. The goal was to create a modern and visually appealing user experience that would effectively engage a younger audience while ensuring the content remained easily digestible.

This redesign aimed to enhance user engagement and provide a more intuitive and enjoyable platform for discovering and planning craft beverage adventures in Louisiana.

Mood-Board

To initiate the project, I conducted a thorough analysis of the existing Louisiana Libations Homepage (pictured left) and conducted extensive research on standalone brewery, winery, and distillery websites. My primary objective was to identify design elements that would instantly excite users and inspire them to explore the world of Louisiana's craft beverages.

Through this research, I observed recurring design patterns: vibrant yet light color palettes, the effective use of icons representing different libation types, and the incorporation of interactive quizzes to personalize the user experience.

Leveraging Louisiana's existing brand kit, I proposed using the font "Veneer" for headlines to evoke the visual and tactile sensation of a branded wine barrel. I prioritized a color palette featuring softer pastel hues with minimal use of bold colors. For the card styles, I aimed to create a visual metaphor, designing them to resemble chilled glasses, thereby establishing a modern yet refreshing aesthetic.

While a fully personalized quiz was not feasible, I successfully negotiated with the client to include a "What's Your Spirit?" component. This interactive element serves as an engaging gateway, guiding users towards the appropriate libation type page based on their preferences.

Landing Page

Following the approval of the mood board, I began the design of the Homepage. A significant challenge arose due to the limited existing content on the site. As this was a microsite, I had to creatively work with the available information. To immediately engage users, I incorporated dynamic animation elements exclusively for the Homepage. Upon entering the site, each content element gracefully rises into view, creating a visually captivating introduction.

I introduced an "Intro Quote" component block to provide users with a concise overview of the site's history. As users scroll, they encounter the "What's Your Spirit?" component, where I implemented an engaging animation: a wine bottle gracefully pours its contents as the corresponding card options appear, adding a touch of visual flair to the Homepage.

To enhance the visibility and appeal of the Libations Trail Pass, I designed it as a dedicated component block with a subtle tickering banner, creating a playful "easter egg hunt" feel for users to discover.

Furthermore, I designed a versatile User-Generated Content (UGC) component block for use across multiple page types. Recognizing the client's emphasis on gathering user demographic information for their e-newsletter sign-up, I designed a dedicated component block. This block effectively balances conciseness with engaging visuals, incorporating illustrative elements and a vibrant color palette to create a user-friendly experience that avoids an overly formal or intimidating presentation.

Libation Type Profile

For the Libation Profile Page, my primary focus was on creating reusable component blocks to ensure consistency and efficiency across profiles for Wineries, Breweries, and Distilleries.

I designed an introductory component featuring an H1 heading, a concise quote block, and supporting body copy, all enhanced with subtle, complementary line designs to create a timeless and sophisticated aesthetic.

For the image carousel, I integrated a dynamic pagination system with custom right/left navigation buttons. These buttons were thoughtfully designed with icons representing the specific libation type (e.g., a wine glass for wineries, a beer mug for breweries).

Addressing the client's budget concerns regarding the Google Maps API, we proposed a solution that prioritized user experience. The map would initially be displayed in a collapsed state and would be entirely removed on smaller screen sizes (mobile) to optimize performance and minimize costs.

Partner Profile

The Partner Profile page serves as a dedicated showcase for individual restaurants, breweries, and other partners, providing users with all the necessary information to plan their visits.

A key focus was to ensure immediate accessibility to the partner's website. To achieve this, I strategically placed the website link prominently beneath the headline. Additionally, I incorporated an image carousel to showcase the partner's unique ambiance and offerings.

To optimize space utilization across both desktop and mobile devices, I employed a two-column grid layout. Furthermore, I designed a four-column row to efficiently present essential information such as address, amenities, phone number, and a concise partner description, ensuring a seamless flow of information for users.

The final phase of the project focused on designing the Search Grid, a crucial page for showcasing all Partner Profiles. This page required robust filtering capabilities, enabling users to easily refine their searches by libation type (e.g., beer, wine, spirits), region, and available amenities.

Leveraging the established card styles, I prioritized the redesign of the search filters and pagination. In close collaboration with the client, I aimed to create a versatile and reusable design system. The goal was to establish a universal look and feel for these components, allowing for seamless implementation across other client microsites with minimal adjustments to CSS styles.

To maintain visual consistency and enhance the overall aesthetic, I incorporated an oyster blue color palette that complemented the existing card styles. A vibrant, yet subdued, shade of red was strategically used to highlight interactive elements, such as filter buttons and pagination controls, adding a modern and engaging touch while aligning with the client's desired brand direction.

Search Grid

Conclusion

This project served as a valuable stepping stone, demonstrating a successful approach to rebranding Louisiana's microsite network and even their main destination website. The incorporation of playful design elements, such as engaging illustrations and subtle animations, effectively showcased how to elevate the brand identity while working within content limitations.

Following the successful launch of the Libations website, the client expressed a strong desire to replicate this successful aesthetic and user experience for the Culinary Trails site, a testament to the project's impact.

Despite the challenges presented by limited content, the Louisiana Libations project proved to be an incredibly rewarding experience. It pushed me to think creatively and explore innovative design solutions, resulting in a website that effectively captured the essence of Louisiana's vibrant craft beverage scene while maintaining a user-friendly and engaging experience. This project successfully demonstrated that a minimalist approach, focusing on quality over quantity, can deliver exceptional results. Check it out here!