Green Hat Gin does their website good

Green Hat Gin

Entrepreneurs Michael Lowe and John Uselton wanted a website that reflected the story behind Green Hat Gin:  Theirs was the first distillery in Washington DC since the Prohibition, and they paid homage to bootlegger George Cassiday's trademarked green fedora.

"We didn't want to create just a click, click, click site...  We wanted something more fluid and smooth, in the same way you would read a newspaper and flip the pages as you scroll. We also knew a lot of users would be on mobile and tablets, so making it natural to navigate on those devices was the way to go." 

The design not only stays true to Green Hat Gin's storied history, it also creates a brand that is visually distinct from its competitors. Incorporating old-fashioned catalog illustrations, fonts reminiscent of newspaper headlines and text, and cocktails playfully distinguished by hat styles, the product achieves a visual voice all its own.

Reference: The Delicate Balance of Good Website Design.

Lowe and Uselton engaged Design Army to create their website, and the creative firm's advice is the following:

• Think of your website as a storefront, not a website.
• Create a website with proper interface for mobile devices.
• Envision your business growing and your website evolving with it.
• Work out your budget accordingly.