Haig Club
Art directionUI designDone at Conclusion Digital
Art direction and UI design for global website of Haig Club. As part of their (digital) rebranding. After winning a prestigious pitch, we made the website parallel to the identity rebrand.
The goals
- Create awareness and engagement around the brand
- Increase time per visit
- Premium luxury design
Premium products
Usually, being a premium brand in the domain of whisky usually comes with a lot of heritage and tradition. Haig Club does it different; Contemporary, modern and premium. With a wink to perfume bottles, the product packaging itself feels like jewelry.
Cocktails
Haig Club is not your traditional whisky brand, it’s positioned as a whisky for cocktails, aimed at a young clubbing audience. By publishing new cocktail recipes weekly, we generated more traffic from social media. Therefore it needed a special visual treatment.
Premium presentation: 3d pedestals
Playing a central role in communication, the cocktails deserved to be presented in a premium fashion. By combining 2d photographs, with parallax and real 3d – we managed to present the cocktails in subtle, yet premium way.
Background compositions
With a library of several background compositions, every cocktail was served with a different one, giving them their own spotlight. It was automated, and combined with the cocktail in the CMS.
Webdesign: Mobile first
Given the young target audience, it was logical to make prioritize mobile devices. The target audience is tech savvy, giving us freedom to work with modern app-kind of interaction standards.
Component-driven design
Working smart for faster building. Each component was designed to be reusable throughout the website, making sure every stacking would visually be appealing.
Content and photography
Working with different different international Diageo suppliers, gave us the freedom of a huge library of photography and content.
