Introduction
Purity Brewing Co, founded in 2005, has grown steadily into one of the UK’s respected craft breweries. Over the years, they have expanded their beer range and, in 2013, built a state-of-the-art brewery to meet growing demand. From their humble beginnings, Purity has maintained a focus on high-quality beers with innovative flavours. Their reputation for quality craftsmanship extends not only to their beers but also to the experience their brand delivers, including their digital presence.
As digital engagement became increasingly important for businesses, Purity recognised that their website needed to evolve alongside their brand. The original website had served them well for years, but it no longer reflected the scale of their operations or the quality of their products. Furthermore, the rapid growth of mobile internet usage meant that a significant portion of their audience could not easily access the site from smartphones and tablets. This posed a risk of disengagement from both loyal customers and potential new fans.
Challenges with the Existing Website
Before the redesign, Purity’s website had several limitations. Although we had maintained it over the years—ensuring it remained functional and up to date—the site was not fully optimised for mobile devices. Navigation was cumbersome on smaller screens, and some interactive elements did not display correctly. In addition, the content management system (CMS) used by the old site was restrictive, making it difficult for the Purity team to update information efficiently.
The website also lacked features that modern users expect. Integration with social media was minimal, and there were limited opportunities to drive engagement through online channels. From an SEO perspective, the site was functional but not optimised for search engines in line with Purity’s growing ambitions.
The challenge was clear: Purity needed a website that not only represented their brand accurately but also delivered a seamless, modern user experience. They required a platform that would support their growth, improve digital engagement, and allow their team to manage content independently.
Strategic Approach
Our approach began with a thorough analysis of the existing website, the Purity brand, and user behaviour patterns. We examined which pages performed well, identified navigation pain points, and reviewed competitor websites in the craft beer industry. This research provided crucial insights that shaped the redesign strategy.
The primary goals were to:
- Create a fully responsive website that works seamlessly on desktops, tablets, and mobile devices.
- Build a flexible CMS that allows the Purity team to update content quickly and efficiently.
- Improve the visual presentation of Purity’s products, including their growing range of beers.
- Enhance user experience through clear navigation, faster load times, and engaging design elements.
- Integrate social media channels and marketing tools to increase engagement.
- Optimise the site for SEO to attract more visitors through search engines.
Design and User Experience
Design was central to the project. We wanted the new website to reflect Purity’s craft ethos while remaining modern and accessible. Every visual element was carefully considered, from colour schemes inspired by their beer labels to typography that conveys both professionalism and approachability.
To improve navigation, we created a clear, hierarchical structure that allows users to find information quickly. Key sections, such as the beer range, brewery news, events, and online shop, were prioritised and made easily accessible from both desktop and mobile screens.
We also focused on interactivity. Engaging product pages allow visitors to explore Purity’s beers in detail, including tasting notes, awards, and pairing suggestions. Integrated image galleries showcase the brewery, events, and behind-the-scenes processes, giving users a deeper connection with the brand.
Responsive and Mobile-First Approach
With mobile traffic increasingly dominating web usage, a mobile-first approach was essential. We ensured that the site adapts seamlessly to different screen sizes, with elements resizing appropriately and menus optimised for touch interactions. Transitions and animations were kept smooth but subtle, providing an elegant browsing experience without slowing down load times.
Testing across multiple devices and browsers was a key part of the development phase. This iterative process allowed us to identify and fix issues early, ensuring consistent performance for all users.
Content Management and Updates
A significant aspect of the redesign was empowering the Purity team to manage their own content. We implemented a WordPress-based CMS with a user-friendly interface, allowing staff to update text, images, and product information without technical assistance.
This flexibility enables the brewery to keep their website dynamic. Whether announcing new beer releases, sharing news about events, or updating seasonal menus, the team can do so quickly. Additionally, integrated tools allow them to schedule content in advance, making marketing campaigns more effective.
Social Media Integration and Marketing
In today’s digital landscape, social media is a critical tool for customer engagement. We ensured that the new website integrates seamlessly with Purity’s Facebook, Instagram, and Twitter accounts. This enables visitors to follow social channels directly from the website and encourages social sharing of products and news.
We also developed features such as embedded feeds and call-to-action buttons that guide users to interact with Purity on multiple platforms. These integrations not only improve engagement but also drive traffic back to the website, supporting overall marketing objectives.
Search Engine Optimisation (SEO)
Optimising the website for search engines was another priority. From on-page SEO strategies, such as meta tags, headings, and structured content, to technical improvements, including fast loading times and mobile optimisation, we ensured the site could perform well in search results.
Additionally, product pages and blog content are structured to increase discoverability. This strategy helps attract potential customers searching for craft beer, brewery tours, or events in their local area, broadening Purity’s online reach.
Website Features and Functionality
The new site includes several key features designed to enhance usability and engagement:
- Beer Range Pages: Detailed descriptions, tasting notes, and awards for each beer.
- Events and News Section: Easy-to-update content to keep customers informed.
- Image Galleries: High-quality visuals showcasing the brewery and events.
- Contact Forms: Simplified communication with the brewery team.
- Social Media Integration: Embedded feeds and shareable content.
- Mobile and Tablet Optimisation: Ensures smooth browsing on all devices.
These features work together to create a cohesive, user-friendly experience that reflects the Purity brand accurately.
Project Outcomes
Since launching the redesigned website, Purity Brewing Co has experienced several positive outcomes:
- Increased User Engagement: Visitors spend more time exploring product pages and engaging with content.
- Mobile Traffic Growth: Mobile users now enjoy a seamless experience, reducing bounce rates.
- Simplified Content Management: The Purity team can update content independently and in real time.
- Improved SEO Performance: Optimisation efforts have increased organic search visibility, attracting more potential customers.
- Stronger Brand Representation: The website now accurately reflects the quality, creativity, and professionalism of Purity Brewing Co.
Future Scalability
The new website is designed with the future in mind. As Purity continues to grow, additional features can be integrated, including e-commerce capabilities for online beer sales, membership portals, and interactive marketing tools. This ensures that the site remains a valuable asset that can evolve alongside the business.
Conclusion
The Purity Brewing Co website redesign demonstrates the importance of combining strong design, functionality, and digital strategy. By taking a user-focused approach, leveraging a flexible CMS, and ensuring responsive design, we created a platform that supports both current needs and future growth.
This case study illustrates how a thoughtful redesign can transform an existing website into a modern, engaging, and easy-to-manage digital hub. Purity Brewing Co now has a website that not only showcases their products and achievements but also enhances the customer experience, strengthens their brand, and provides a solid foundation for continued success.