We brought the untamed spirit of Islay to the screen by revitalising the digital presence of the world's most awarded Islay smoky single malt whisky using a flexible Shopify framework and atomic design system.
Driving force
Ardbeg prides itself on being The Ultimate Islay Single Malt Whisky. Established in 1815, it is revered by connoisseurs around the world as the peatiest, smokiest and most complex of all the Islay malts. Despite its powerful smoke, Ardbeg is also known for its unexpected sweetness, a contrast affectionately known as the peaty paradox.
After facing an uncertain future in the 1980s and 1990s, the distillery was saved from closure when The Glenmorangie Company took over in 1997. Since then, Ardbeg has returned to form as a cult favourite with a passionate global following and a long list of awards for its iconic smoky single malts.
Reconnecting the brand with its roots
While its physical presence and storytelling remained strong, the website had drifted away from the brand’s traditional identity, leaning too heavily into a modern aesthetic that diluted its character. The challenge was to redesign Ardbeg’s website in a way that reconnected with its roots.
An immersion into the world of Ardbeg
Working closely with Ardbeg, we dove deep into their brand, getting to know their customers and understanding their goals. We started with stakeholder interviews and competitor research to uncover key insights.
To truly connect with the brand’s essence, we visited the distillery on Islay, ground 0 for everything Ardbeg. After this deep dive, we mapped out the main user journeys and identified the crucial moments where engagement happens.
I can't think of a better partner than 383. Their years of working in digital have created such a seamless and transparent way of working together to deliver exceptional value. You can really see the exceptional quality of work being produced to meet our outcomes together.
A scalable, flexible grid system
We created a brand new website that brings Ardbeg’s wild personality to life while making it easier for people to explore and buy its whiskies. The new design balances bold storytelling with simple, conversion-focused shopping paths.
Built on a flexible grid system, the site can easily grow with new content and adapt to future marketing campaigns while remaining consistent, scalable, and easy to manage.
