Jack Daniel's Christmas is an interactive Christmas hub showcasing the rich history of Jack Daniel's and their Lynchburg distillery.
It aims to bring some of the tradition and stories behind the brand a little closer to home for everyone in Australia.
Following the creative direction developed by agency Arnold Furnace, and 3D environment by Cream Studios, I worked to put together a design system for desktop and mobile versions of the site that would do this story justice.
Rich texture, unique typographic elements and illustrations combined to produce a design that is on-brand and on-point.
Design elements played on the texture and details found in classic paper-craft aesthetic.
This aesthetic created a special environment for users as they moved through the content, learning more about the legendary Barrel Tree, discovering and winning the limited edition Jack Daniel's, a trip to Lynchburg, or sending a holiday card.
Site Design—
With the general design direction in place, we set about incorporating these design elements alongside the 3D fly-through video content to give users a look at the Lynchburg landscape. Graphical elements stayed true to brand, enabling the content, gamification and social aspects of the site to build the immersive environment.
With the general design direction in place, we set about incorporating these design elements alongside the 3D fly-through video content to give users a look at the Lynchburg landscape. Graphical elements stayed true to brand, enabling the content, gamification and social aspects of the site to build the immersive environment.
Loading screen provides a hint of what's to come
Age gate and product disclaimer
Early homepage design concept played on the style of 70's Christmas cartoons
The final desktop home screen
Desktop homepage with global navigation open
Video transitions of the 3D landscape were intergrated to move users through the Lynchburg landscape
Content for the desktop site was displayed in a floating panel, designed to compliment the video content
Users could play to win a free bottle of Jack Daniel's by selecting 3 barrels from the barrel tree
By selecting a backdrop and adding a special Christmas message, users can send the spirit of Christmas via an eCard
Image gallery example
Mobile—
A pared back mobile version was designed and developed to compliment the main site.
Conscious of the experience for mobile users, video elements where replaced with a custom UI and the same rich visuals that were evident on the desktop version.
A pared back mobile version was designed and developed to compliment the main site.
Conscious of the experience for mobile users, video elements where replaced with a custom UI and the same rich visuals that were evident on the desktop version.
The site was live for 30 days, achieving over 19 million impressions and an average time on site of 3.27 minutes. It also picked up several site of the day awards.
Role—
UX / Digital Design
Production—
Newism
Newism
Client—
Arnold Furnace
Arnold Furnace
3D/Modelling/Animation—
Cream Studios
Client—
Jack Daniels
Jack Daniels
