Introduction
Founded by Jeremy Moss, former Head Brewer at Wychwood Brewery, together with his partner, John Bjornson, Cliff Quay Brewery blends experience with ambition. As an offshoot of the successful Earl Soham Brewery, it already carried brewing credibility.
From the beginning, however, the founders recognised that success depended on more than producing great beer. In today’s market, a strong digital presence was equally important. Moreover, their distinctive pump clips — colourful, character-filled beer labels — had become a visual trademark worth celebrating.
Yet the team needed more than a static gallery. They wanted a site that could display their artwork, share their story, and expand as the brewery grew. At the same time, they sought control over updates. In other words, announcing new beers, posting events, or adding news had to be fast and straightforward.
In addition, with many customers browsing on phones or tablets, mobile performance was critical. Therefore, the site would require custom navigation to ensure a smooth, intuitive experience across all devices.
The Challenge
Although the project had clear goals, balancing them required careful planning. Four primary objectives shaped the brief:
- Showcase the pump clips prominently as part of the brand’s identity.
- Allow quick updates via a user-friendly content management system.
- Optimise the experience for mobile and tablet users with tailored navigation.
- Reflect the craft ethos in both design and tone.
Consequently, the solution needed to be more than visually attractive. It also had to be functional, scalable, and easy to maintain. Planning for future features, such as e-commerce or interactive tools, would be essential to keep the site relevant over time.
The Approach
To move forward, we began with a collaborative discovery phase. During these sessions, we spoke at length with Jeremy and John about their vision. We reviewed their brand assets, discussed their audience, and examined their growth plans.
From these conversations, several guiding principles emerged. First, the pump clips would remain at the heart of the design, serving as a visual gateway to each beer’s profile. Next, navigation would be kept clean and uncluttered, helping visitors find what they wanted quickly. Furthermore, the CMS would be customised for ease of use, ensuring the team could update content without technical hurdles. Finally, a mobile-first approach would guide the build, guaranteeing consistent quality on every device.
With these principles in place, we could proceed confidently into design and development, knowing that each decision would support both brand personality and user needs.
Design and Development
Showcasing the Pump Clips
Rather than hiding the pump clips inside a generic gallery, we made them central to the experience. A dedicated beer section displayed the full range. Visitors could click each image to access a detailed profile.
Each beer page included a larger view of the pump clip, tasting notes, brewing details, and suggested food pairings. As a result, customers could explore the brewery’s offerings much like scanning the taps in a pub — only with added detail and background.
Creating the Visual Style
The visual design took cues from the brewery’s coastal setting and traditional pub culture. Warm, earthy colours created a welcoming atmosphere. Subtle textures suggested wooden bar tops and paper labels, while bold typography added a handcrafted feel.
To maintain balance, photography and illustrations were used in equal measure. This approach kept the pages lively while ensuring no single element overwhelmed the rest of the design.
Designing for Mobile and Tablet
Because mobile users were a priority, we designed for small screens first. Consequently, the navigation was streamlined. Larger buttons replaced small, hard-to-tap links. Images were optimised for fast loading, even over slower mobile connections.
This wasn’t simply a scaled-down desktop layout. Instead, it was a mobile experience crafted from the ground up, ensuring that functionality and aesthetics worked hand in hand.
Enabling Easy Content Updates
For long-term flexibility, we implemented a customised CMS. Adding a new beer became as easy as uploading its pump clip, entering tasting notes, and publishing. Updating news or events followed the same simple process.
As a result, the brewery team could keep the site fresh without waiting for external help or incurring extra costs.
Mobile Experience
Because mobile optimisation was central to the project, we conducted extensive testing on multiple devices. The layout remained consistent from the smallest phone to the largest tablet. Pump clip images stayed sharp, while menus responded instantly to touch.
In addition, page load times stayed short, even on image-heavy sections. The streamlined design removed unnecessary layers, keeping the focus where it belonged — on the beer and the story behind it.
The Outcome
Upon launch, the website met and exceeded the original goals. It:
- Highlighted the pump clips as a defining brand element.
- Increased visitor engagement with beer profile pages.
- Gave the brewery team full control over content updates.
- Received positive feedback from customers, distributors, and beer enthusiasts.
More importantly, it became a versatile marketing tool. The site now tells the brewery’s story, supports promotions, and connects with the community.
Future Growth
Because the structure is flexible, new features can be added without disrupting the existing design. Potential enhancements include:
- E-commerce to sell merchandise or seasonal beers.
- A beer finder tool to help customers locate Cliff Quay ales in pubs and shops.
- Live social media feeds to share updates from festivals and brewing days.
By planning for scalability from the start, the site can grow alongside the brewery, adapting to both market trends and business needs.
Conclusion
In the end, this project achieved far more than creating a functional website. It translated Cliff Quay Brewery’s personality into a digital space. Visitors can now explore beers, appreciate the artwork, and keep up with the latest news — all from any device.
Jeremy Moss and John Bjornson now have a true digital taproom. It’s a space where customers can connect with their beers and their story anytime, anywhere. And because it was built with the future in mind, it will continue to serve them well as the brewery grows.