Fuller's Web Site

Strategy

When approaching the US marketplace, Fuller’s looked to create a central focus of their branding efforts in the US—the Web site. It acted as a vehicle for brand recognition/reinforcement by telling the story of the historic brewery and their prestigious products. In addition to communicating the brand proposition, Faction and Fuller’s teamed up to make it a central point of contact for their customers through sweepstakes, giveaways and the latest news and features. The design of the site was to be rich and inviting, and carry the prestige and quality of the brand through with every design decision.

The target audience centered on the discerning beer connoisseur, whose tastes are tuned to the subtleties of the brewing process. Much in the way the fine wine audience covets the story behind a vintage, Fuller’s looked to communicate the processes and nuances of each of their products. This included an in-depth demonstration of their brewing process and tasting notes for every brew from the renowned writer and critic, Michael Jackson. When combined with rich and elegant imagery, the site exudes an air of sophistication and old-world charm that set it apart from its competition.