Bullrun Brewery

Branding & UX/UI Design | Designer & Project Manager

Bullrun Brewery is a fictional brewing company based in Flagstaff, AZ needing a website and merchandise to market their business.

Project Background

Who is the client?

Bullrun Brewery, a small business located in Flagstaff, AZ.

What do they do?

Bullrun Brewery is known for their craft beer selection and welcoming brick-and-mortar location, which serves as a local hub for their community.

The problem statement

Bullrun Brewery needs to expand their digital presence and wants to market branded merchandise and their popular craft beers online. They want to extend the culture they’re known for at their Flagstaff location to their website.

The design process

Listen

Discovery

Collaborated with Bullrun Brewery to understand their goals for establishing an online presence. Identified the need for a single-page eCommerce experience that allows users to explore the brand, purchase merchandise, and easily access key information, such as location, offerings, and contact details.

Stakeholder needs

a single-page eCommerce website to sell their products
display business information

User Needs

a way to browse and buy merchandise online
browse contact information
learn more about Bullrun

Mission

To craft bold, locally inspired beers that bring people together and celebrate the spirit of community and adventure

Vision

To be a gathering place where great beer, shared experiences, and the energy of Northern Arizona create lasting connections

Target audience

Adults aged 21+
Flagstaff and Northern Arizona locals and visitors
Craft beer enthusiasts

Competitive landscape

Operating in a saturated craft beer market, Bullrun Brewery competes with both local and regional brands for customer attention. With many breweries offering similar products, differentiation relies on brand experience, storytelling, and ease of engagement both in-person and online.

Investigate

Research users & context

Conducted user research through personas and journey mapping to better understand user behaviors, expectations, and predict pain points.

This phase revealed key user needs around quick access to products, clear navigation, and seamless purchasing experiences.

Personas

Future journey mapping

Designed to guide users from discovery to conversion through seamless, engaging single-page experience.

Insights

First impressions matter

Users form immediate impressions based on clarity and visual appeal
Site visuals should align with the look & feel of Bullrun’s physical location for brand consistency

Intuitive navigation

Simple, intuitive navigation is critical in a single-page layout
Visual and typographical hierarchy must be leveraged strategically for clarity and usability

Make Browsing simple

Users expect quick access to products and essential information
Clear CTAs and low-friction purchasing flows drive conversion and reduce emotional hesitation

Brand experience

A cohesive brand experience builds trust and encourages repeat visits, both online and in-person

Reframe

Define what really matters

How might we…

…design a single-page experience that balances brand storytelling with eCommerce functionality?

…make it easy for users to browse products, access information, and take action quickly?

…translate the culture and atmosphere of Bullrun Brewery into a digital experience?

Bullrun’s goals

Goal 1

Deliver a cohesive single-page experience that integrates storytelling with streamlined eCommerce

Goal 2

Ensure intuitive navigation and clear pathways to support fast, frictionless user actions

Goal 3

Capture & communicate the brewery’s culture through an engaging and immersive digital experience

The New Problem Statement

• The New Problem Statement •

In a crowded craft beer market, users expect fast, intuitive access to products, information and brand context. Bullrun Brewery needs a single-page digital experience that captures its in-person culture while minimizing friction, supporting both exploration and seamless purchasing.

Test

Evaluate usability & emotional response

Conducted usability testing and user surveys to check for friction and hesitation points.

Problem 1

Users want the ability to toggle between light & dark modes

Solution: Create a light/dark mode toggle for users in the main navigation menu

Problem 2

Users want a quick way to scroll back to the top of the page

Solution: Create a “Back to Top” sticky button that appears once users scroll beyond “the fold”

Design

Brainstorm structure & layout

Sketch early concepts

Brainstormed website sections before sketching layout concepts based on research insights.

Wireframes

Navigation

Clear menu meets user expectations. Nav items link to page sections for quick and easy navigation for accessibility and usability.

Nav items will have hover- and active-state indications & will remain visible no matter where the user scrolls.

Hero section

Capture the attention of users immediately upon visiting with a strong tagline, large, media-focused hero section that showcases the look and feel of Bullrun Brewery.

About section

Bullrun’s opportunity to introduce themselves to their users, tell them who they are, what they do, and what they stand for.

Image carousel

Auto-scroll/manually navigable image carousel showcasing more on-brand visuals

Beers Section

It wouldn’t be a brewery without the beer. This section lets users read about each of Bullrun’s craft brews. There’s something suited for everyone and every adventure.

Shop products

Bullrun branded merchandise—apparel, drinkware, accessories—available for online purchase.

Where applicable, product will have an image, size selection, price, description, and add to cart button.

Shopping cart

Dynamically updated shopping cart remains on-screen while users are in the Shop section for convenience and easy checkout.

Encourage high conversion rates with simple checkout process without navigating away from the main shop area.

Contact form

Give users an easy, convenient way to get in touch without having to call or open up their email app.

Form will have required fields, error notices, etc. to inform users immediately where problems are. Dialogue menu will pop up to notify them their inquiry has been successfully sent so there is no confusion.

Footer

Footer section will have social media links, another linked navigation menu, and the business logo, address, contact number

Branding

Bullrun Brewery is bold and adventurous. I crafted a brand identity that conveyed their strength and passion in a way that is recognizable, scalable, and effective in both digital and print applications.

I chose bright and bold accent colors that help represent their vibrant spirit and a strong heading font that captures the strength and resilience that Bullrun embodies.