Starting out as a joke title, the name brewtoad eventually made its way into the hearts and minds of everyone attached to the project.
From there we created a playful & slightly off-kilter personality to set the tone for the brand.
strategy & planning
Brewtoad got its start as an internal skunkworks project and as a result a working prototype was built to test key features and functionality. After the designs were worked out we were able to reuse the code developed for the concept, saving time.
The design started at an obvious place, the beer! One of our innovations was to create an easily scannable recipe grid that lets the users find the perfect beer recipe without having to read every entry in our database.
Graphs are used to give homebrewers a quick visual representation of the properties of their beer recipes. Color is used to differentiate recipes and properties that match the specified style of beer.
Brewtoad was built from the beginning to handle any device thrown at it while not compromising on a fantastic experience.
Devices that can handle advanced graphic effects and animations are delighted with some extra visual flourishs while users on older devices can still access the core experience.
Our UX designers and software engineers worked in a rapid and collaborative manner, constantly iterating and refined the core experience of brewtoad.
Brewtoad’s core resource is its user generated content. The A&D Internet Marketing Team has sought to improve the value of the Brewtoad recipe and style pages leading to a overall increase in search engine traffice from 20% to 60% of incoming visitors.