Moving away from the overused beer advertising paradigms of beautiful people in beautiful bars, this elegant redesign of Michelob.com put food pairings at its center. Celebrity food network chefs Ming Tsai and Todd English added an air of authenticity to the mix while creating special featured Michelob recipes for use on the site. The redesign also featured a fully interactive “Recipe Finder” that allowed users to search for executive chef-created food recipes by beer, course or ingredient. I led the Design / User Interface aspect of this rework and was a key contributor on concept here as well. Overall, a huge update to the digital brand for this iconic beer.
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