Dogfish Head needed a new website and a path off their legacy CMS. The tricky part: keeping the brand weird while making it scale.
Live site: dogfish.com
Dogfish Head’s identity is distinctive and irreverent. The challenge was capturing that energy in a system their team could actually maintain, without a developer on call every time they needed to update a page.
The product discovery model had to reflect how people actually shop: by occasion, by what’s nearby, by what’s in front of them. We restructured the catalog around those real-world entry points rather than internal taxonomy.
The brand has a specific energy: craft, counterculture, a little irreverent. The design had to carry that without tipping into chaos. We explored multiple directions before landing on something that felt unmistakably Dogfish Head at every breakpoint.
The commerce experience needed to connect product discovery, localized availability, and purchase without friction. We designed for the moment someone finds a beer they want and needs to know where to get it.
A co-branded landing page for the Grateful Dead partnership, combining product education with campaign storytelling.
A browsable product carousel with bold photography, designed for cross-sell and seasonal promotion.
The product template adapted for the spirits line, with distinct color theming and tasting notes.
The move to XM Cloud gave the Dogfish Head team editorial independence. Page templates, component logic, and content guidelines were all part of the handoff, so the site could evolve without starting over.
A gateway to four coastal Delaware properties, blending branded illustration with location photography.
Event pages connecting venue photography with availability, pricing, and inquiry flows.
Each property gets its own template with hours, menus, history, and photo galleries.
Migrated to Sitecore XM Cloud.
Identity translated cleanly into a scalable system.
Team can manage content without developer support.
Boston & remote
