wiseacrebrew.com
I led a comprehensive redesign of the Wiseacre website which lacked utility and acted as a static landing page rather than online resource. The goal was to modernize the look, highlight key information, and enhance functionality.
Transforming a static brand presence and increasing sessions by 206.4% with a custom BevFinder and UX overhaul. Scaling Wiseacre from 38k to 118k+ annual active users by bridging the gap between physical taproom culture and digital utility.
SKILLS:
End-to-End Product Management
Information Architecture
UX/UI Redesign
E-commerce Optimization
Feature Integration
Content Strategy
The redesign would include the following features to drive engagement & operational efficiency:
Live Taproom Menus
Beer Library With Filter
Contact & QA Forms
Career & Team Page
Private Event Page
Taproom Event Calendar
Tour & Class Sign Up
Newsletter Sign Up
Updated Store Page
Keg Request Form
Beer Delivery Form
Bev Finder
Before:
The previous iteration of the site was color and pattern-heavy; while on-brand it often distracted from the actual content:
To reduce visual clutter, I created tonal variations of the brand patterns. This small change created negative space so key information is the focus of the page.
Example of low contrast patterns in use:
With a brand like Wiseacre, the color possibilities are endless. For a cohesive experience, I selected a minimal palette inspired by the taproom’s mural to bridge the brewery’s physical and digital spaces.
Example of minimal colors on site:
I audited over 13 years of photos to curate a comprehensive image library for use across the new site to reflect the unique atmosphere of each taproom.
Information accessibility was a major pain point with the previous version of the site. I redesigned the website's footer to include hours for each location and added event modules to ensure access to key information regardless of where you are on the site.
To enhance utility, I introduced a zip-code-based beverage finder, a comprehensive beer library, and live taproom menus that allow customers to explore product specs, stories, and availability of every beer ever produced. Additional tools include: an integrated events calendar highlighting information about upcoming events, tours, and classes; a private events page showcasing each location’s unique offerings; a contact page that acts as a hub for keg ordering, career information, beer delivery, QA, and more.
Beverage finder helping customers find Wiseacre products nearest them
Taproom specific menus showing beer availability.
Wiseacre's searchable beer library and archive.
Individual beer page from beer library
Taproom event calendar.
Detailed view of private event page with location rental information
Contact and form page ensuring customers get in touch with the right person.
By balancing Wiseacre’s iconic, maximalist illustrations with a streamlined UX, I transformed a fragmented digital presence into a cohesive final product The brand's personality shines while adhering to modern web standards for a seamless digital experience and path to purchase.
Panuzzo King restaurant page with location details and menu items.
Taproom Page with location details, upcoming events, and menu.
Private event detail page and form.
Wiseacre homepage
Post-launch in April 2024, the digital overhaul triggered a 208% surge in active users and a 206% jump in sessions. By prioritizing organic search and UX, the platform scaled from 38k to 118k+ annual users, maintaining consistent growth momentum throughout 2025.