Scaling Digital Brand Experiences Across a Portfolio
Boston Beer Company
Scaling Digital Brand Experiences Across a Portfolio
The situation
As Boston Beer Company expanded its portfolio beyond traditional beer, new brands required digital experiences that could communicate distinct personalities, engage consumers, and support rapid growth. Each brand came with its own visual identity, voice, and audience—but all needed to perform seamlessly in digital. Tank partnered with Boston Beer Company to bring these brands to life online, creating and evolving digital experiences for Hard Squeezed, Social Pop, Wild Leaf Hard Tea, and Sinless. While the core brand identities were developed by BBC’s trusted design partners, Tank was responsible for translating each brand's visual language into compelling digital experiences that felt authentic, engaging, and unmistakably on-brand.
Just Hard Squeezed
Bringing the squeeze to the screen.
For Just Hard Squeezed, Tank translated an energetic and flavor-forward brand identity into a vibrant digital experience designed to capture the brand’s bold personality. Dynamic visuals, immersive product storytelling, and a highly responsive user experience work together to create a sense of refreshment and excitement that mirrors the product itself. The result is a website that amplifies the brand’s playful character while driving product discovery and engagement.
Sinless
Indulgence, minus the fine print.
Sinless set out to prove that consumers shouldn’t have to choose between flavor and lifestyle goals. Tank brought that idea to life through a digital experience that feels bold, flavorful, and distinctly different from the category. Rich visuals, immersive storytelling, and a highly intuitive user journey work together to amplify the brand’s confident voice while showcasing the product’s unique proposition. The result is a website that extends the Sinless brand beyond packaging and into a memorable digital experience.
Wild Leaf Hard Green Tea
Not your average tea website.
Wild Leaf’s identity blends natural inspiration with a contemporary point of view. Tank’s role was to interpret those brand elements for digital, creating an experience that feels authentic, approachable, and distinctly premium. Rich visuals, clear information architecture, and thoughtful interaction design work together to extend the brand story across every touchpoint.
Social Pop
Social by nature. Digital by design
Social Pop required a digital experience that felt as expressive and culturally connected as the brand itself. Tank developed a flexible design system that embraced bold graphics, vibrant color, and a social-first sensibility, creating an experience that feels modern, energetic, and approachable. Every element was crafted to reinforce the brand’s distinct voice while creating opportunities for exploration, interaction, and consumer connection.
Lytt Electric Coolers
A little more voltage. A lot more fun.
Social Pop required a digital experience that felt as expressive and culturally connected as the brand itself. Tank developed a flexible design system that embraced bold graphics, vibrant color, and a social-first sensibility, creating an experience that feels modern, energetic, and approachable. Every element was crafted to reinforce the brand’s distinct voice while creating opportunities for exploration, interaction, and consumer connection.
