Ožujsko is the most popular Croatian beer. It is produced by Zagrebačka Pivovara, the biggest brewery in the country and a part of Molson Coors Brewing Company. It's brewing tradition is more than 120 years long, and during that time, Ožujsko created a very special relationship with its fans.
The task was to completely redesign Ožujsko’s website and transform it into one that will delight a younger male population – proud Croats with a passion for sports and music who worship friendship above everything. The project itself was a story of opposites. Be innovative to appeal to the younger audience, but don’t lose the authenticity of the brand that its older fans know and love. Be true to Žuja’s whimsical spirit, but accentuate the significance it puts on the quality of brewing.
Nothing can be started without a well-defined objective, so we outlined three major points we wanted to achieve with this website.
1. Habituate brand communication
2. Delight users with the overall experience and special details
3. Present the quality of the beer through informal storytelling
The main challenge of this project was gathering and organizing information about Ožujsko’s story from different sources like social media, educations, workshops and brand’s internal archives, and finding a way of conveying it to visitors by combining the creative usage of technology, photos, videos and user interaction. At the same time, we had to think about the user experience, which had to be seamless on all devices.
We researched usability principles, information architecture, design and content of all benchmark sites as well as a number of selected sites from food and drink industries.
Knowing all the ins and outs of the website’s topic was essential. Fortunately, we had an opportunity to learn about beer and the brewing process from Ožujsko’s professionals through a series of educational sessions. The research phase took quite a bit of time, but it helped us connect the brand with the goals we wanted to achieve.
We incorporated all our departments into this phase to get the best possible outcome. We held brainstorming sessions that we divided into three sections:
a) (What to tell) Content — Revisiting gathered materials and structuring them into connected sections with the goal of creating one fluid stor
b) (How to tell) Creative concept — Developing ideas and defining how to visualise the whole story and present certain sections while maintaining the genuine Ožujsko feel.
c) (How to execute it) Creative technology & UX — Figuring out technologies we can use to complement particular sections of the website in a way that will emphasize the content we’re presenting and take the entire story to the next level. We focused on user interaction, video and motion to enhance user experience. Instead of taking a linear path, all teams worked simultaneously and came together to test out how it all works. With the final art direction, all of the parts seamlessly fit together and functioned in unison. The iteration process of motion interaction design between UX, video and frontend department was quite extensive and challenging, but ultimately rewarding.
User feedback was the most valuable insight and recognition for all the work we had done on the Ožujsko website redesign. It was a definite confirmation that our decision to change the aspects of website production process was an excellent one.
number of visitors increased by 80% compared to the previous year (old website)
duration of website sessions increased by 140% during the summer
Besides user satisfaction and brand goals, our work on Ožujsko’s website was recognized by international communities of web design professionals.
CSS Design Award — Website Of The Day
Awwwards — Honorable Mention
Css light — Website Of The Day