Website design
Derneburger is not a mass-market vodka, it's a heritage spirit distilled in a 13th-century monastery in Germany, with a bottle label designed by a renowned contemporary artist.
Lead UX/UI Designer
Create a website that doesn’t sell vodka but builds desire for it through story, art, and heritage.
Make the brand unforgettable before it becomes purchasable.
Instead of the usual product-first alcohol website, the design had to:
Introduce the vodka through its origin story, not its ingredients.
Celebrate the artist behind the bottle label.
Capture the atmosphere of the historic Derneburger monastery distillery.
Guide users toward buying without ever pushing them to buy.
Most alcohol brands online follow the same formula: bottle glamour shot > taste notes > buy button.
Derneburger didn’t want to compete in that space. They wanted a website that felt like walking through a gallery where the product is the final exhibit.
So the UX strategy centered around one principle:
Don’t advertise the brand, let the brand express itself.
That meant long-scroll storytelling, deep visuals, intentional pacing, and a color system built around historic German art influence.
Derneburger is not a mass-market vodka, it's a heritage spirit distilled in a 13th-century monastery in Germany, with a bottle label designed by a renowned contemporary artist.
Gap:
“We have a premium product, a rich history, an artist behind the label but our brand story isn’t visible anywhere online.”
Since the product had no existing site analytics, the research was built on:
Competitive Scan
Behavior Patterns of Luxury Buyers
Brand Storytelling Frameworks
Insights
Luxury spirits sell identity first, product second.
Buyers associate heritage & craft with trust & price justification.
Art & culture increase perceived value when integrated into product.
Alcohol brands with emotional story perform 3–5x better in recall tests.
Average scroll depth: 67%
Average time on site: 1m 30s
Brand recall: 40% remember the name after first visit
Bounce rate: 31% (luxury industry average: 50–60%)
UX/UI Design
Branding
Visual Identity
Rapid Prototyping
Research
QA Test
Animation
Wireframe
Full case study
