Dogfish Head: Brewery Website Redesign
Dogfish Head is a brewery that has always stood apart for its experimental spirit, bold storytelling, and deeply loyal community. Recently acquired by Boston Beer Company, and feeling a little stagnant and outdated, I was asked to redesign their website from the ground up.
Reviving interest and experimentation.
Dogfish Head’s website no longer reflected the brand’s bold, experimental identity or supported modern user expectations. Navigation was complex, key content was hard to find, and the experience didn’t scale well across devices. The challenge was to create a digital experience that could balance brand storytelling, product discovery, and conversion, while staying true to Dogfish Head’s irreverent spirit.
Brand Style & Inspiration
Old Website
Bold, colorful, and handcrafted.
I redesigned the site with focus on brand, mobile, accessibility, and fun, pairing expressive visuals with a simplified information architecture. Bold typography, rich photography, a collage aesthetic, and playful interactions were used throughout to reflect the brand’s personality. In doing so, I crafted a flexible design system that enables easy content updates and campaign launches. The result is a site that feels distinctly Dogfish Head while delivering a cleaner, more intuitive experience.
Homepage
Themes & Product Detail
Fish Finder
Template Components
A fresh new catch.
The new website strengthens Dogfish Head’s digital presence, improves usability, and provides a scalable foundation for future growth—bringing the brand’s creativity and craft to life online.
