Little Creatures
Hardhat Digital / Art Director
October 2015 - February 2016
Translating a Craft Brand into Digital
Following its acquisition by Lion, Little Creatures - one of Australia’s most recognisable craft breweries - commissioned a full redesign of its website to reflect its growing scale and evolving brand.
I was the sole digital product designer on the project, responsible for leading UX and visual design from discovery through to delivery.
From roadmap to release
Working within Hardhat’s structured roadmap process, we defined the full feature set and information architecture before moving into execution.
My responsibilities included:
Competitor analysis
Information architecture and sitemap
Wireframing (Axure)
Digital style guide creation
End-to-end interface design
Although this pre-dated formal design systems, I approached the work through reusable patterns and modular thinking — collaborating closely with front and back-end developers to ensure scalability.
Adapting print to digital
A key challenge was translating a highly stylised print brand into a responsive digital experience.
The print identity relied on expressive typography and handcrafted visual details. I worked closely with developers to ensure these characteristics could be translated effectively using web technologies, preserving brand personality without compromising performance or usability.
Key features
A dynamic brewery location feature incorporating weather-based messaging
An immersive product listing experience showcasing the full range
Modular page templates supporting content flexibility
Outcome
The redesigned site strengthened the digital expression of the Little Creatures brand while introducing a more structured and scalable foundation for future growth.