Ceres: UX/UI for the new website, with We Are Social

The context

Ceres is a beer brand known in Italy for its ironic, straight-talking communication. The new website had to sound like the campaigns: “Ceres c’è. Il sito pure.” (“Ceres is here. So is the website.”) To design it, We Are Social brought me in on the interface.

My role

I worked as a UX/UI designer alongside the We Are Social team: page structure, components and interface design, up to the prototype handed over to development.

The solution

The website is built around three simple paths: the products, the special projects and the game, always within reach in the menu. The brand’s ironic tone comes through in the visuals: huge yellow headings on black, torn-poster textures, images that look pasted onto the page.

I designed each section as a reusable component, with its own desktop and smartphone variants, so the development team could put pages together without reinventing them every time.

I thought about GEO and AEO at the design stage too: a clear heading hierarchy and copy that immediately answers what visitors are looking for (“se cercavi Ceres la birra, l’hai trovata”, “if you were looking for Ceres the beer, you’ve found it”) make the website easier for Google and answer engines to understand.

The result

A website you recognise at first glance, with the same personality as the Ceres campaigns and a simple structure to navigate, on smartphone and desktop alike.