A limited release has to sell itself to someone who’s never tasted it. Led UX/UI design and brand storytelling for El Mayor CAFÉ — a Reposado rested in coffee-seasoned bourbon barrels — translating tasting notes, serving ritual, and process into a site built to convert on sight, not just look good.
Structure came before style. The wireframe locked information architecture, navigation (Product Story, Tasting Notes, Cocktails), and page-level compliance requirements — including inheriting the brand’s age-gate — before a single brand asset was applied. For a spirits site, that ordering isn’t optional: the legal and structural layer has to hold up before the story gets to be beautiful.
A flavor-forward line extension only works if the shelf story survives the trip to digital. The product narrative, process, and tasting notes were built as a repeatable content system — the same structure El Mayor can reuse for its next barrel-finished release without starting the page from scratch.
A wireframe-to-launch site that carries three ingredients (100% Blue Weber agave, water, heirloom yeast) and a three-month barrel-finishing process into a clear, structured story — product story, tasting notes, and two original serving recipes built to get the bottle poured, not just purchased.
Designed by Righteous, the creative studio I co-founded. Creative direction and UX/UI led end to end, from early wireframe through final visual design and content system.