Responses by Daniel Kenger, digital creative director, Gin Lane

Background: The site functions as the central hub for the brand. As a direct-to-consumer brand, the only way for people to currently purchase Haus is through its website. The site also serves as a place to educate the customer on the brand and the product.

Core design: The site features a purposeful use of negative space as well as a firm belief in letting its content be at the forefront. Drink.haus incorporates lifestyle photography in a way that tells a story about the product and the brand. Each image is purposefully paired with copy that follows a narrative that we want to take customers on.

Favorite details: The site loader is something that we are really proud of. The loader is the first thing customers see when navigating to the website; it sets the tone for the brand and the experience. We worked hard to implement a custom loader that features different imagery layered on top of one another. It’s a small but impactful detail that tees up the brand experience.

Navigation structure: The navigation needed to be concise and clear but at the same time tell a story. Users can easily understand the depth and breadth of the site just by skimming the global navigation. The words chosen for these links serve as important facets of the brand that we want our customers to know about.

Special features: The site has a global fixed header that stays with users as they scroll down the page. This enables us to really dive deep and tell stories without having to worry about page length. Additionally, the product pages feature a secondary fixed navigation system that lets users purchase at any time while learning about the product. We also designed this product-specific navigation mobile-first to ensure that purchases are seamless across any screen size encountered.