James Squire needed to stand out in an increasingly competitive craft beer market, attracting a younger, culturally connected audience without losing its broad mainstream appeal.
Craft beer audiences connected with more than the product — they valued the people, stories and culture behind it. James Squire's heritage and "lovable rogue" personality provided an authentic way to build that connection.
I transformed the website into a content-led experience, combining maker profiles, authentic stories and editorial content with the beer range to bring the brand's creativity and character to life.
The platform gave James Squire a genuine cultural voice in the craft beer space, shifting the brand from product-first communication to a content-led experience that resonated with a younger, more discerning audience.
The strategy centred on James Squire's outsider spirit, using editorial storytelling to showcase makers across food, music, art, and beer whose creativity and character reflected the brand. Designed to evolve over time, the platform laid the foundation for a community-driven experience in which audiences could contribute their own stories and become part of the 'Life Well Crafted' narrative.
Presenting the Platform Strategy
The strategy mapped the platform's content architecture and brand approach, outlining how the campaign would connect James Squire with its craft beer audience through editorial storytelling, maker profiles, and culturally led digital experiences.
Wireframes established the platform's content architecture, while visual exploration evolved the brand's aesthetic into a more contemporary digital expression of its "lovable rogue" spirit.
Wireframes & Visual Direction
The final UI retains key cues from the brand's existing visual language, while introducing the hand-made character of the new Squires Brew Bars — rough-cut wood textures, hand-lettered chalkboard type and warm, tavern-like tones — to ground the digital experience in the physical spaces it promotes.
