Archetype Brewing
Role
Interaction Designer
Team
Karis Wang (Interaction Designer)
Daisy Acosta (Architect)
GoBeep (Agency Client)
Archetype Brewing (Business Client)
Timeline
Jan 2022 - May 2022
Skills
Interaction Design
Visual Design
Prototyping
Tools
Figma
Procreate
After Effects
Creating a cohesive immersive experience in Archetype’s physical and digital space
Unifying Archetype Brewing’s digital brand identity and physical space through an educational and interactive experience.
WHAT I WORKED ON
Infusing Archetype Brewing’s brand identity into their digital and physical space
As part of Georgia Tech’s Junior Interaction Design Studio, I partnered with an Architecture student, ID student, GoBeep (agency) and Archetype Brewing (client) to design an immersive experience that elevated Archetype’s current brand and physical space.
Archetype Brewing has a strong brand identity, with each craft beer centered around its associated archetype. Their social media and website educate customers on the origin story of the “12 archetypes” concept. However, through our user research, our team highlighted the gap between their physical and digital spaces—the current Asheville brewery contains almost no essence of the “archetype” concept. This is not only a huge missed opportunity for the business’ branding and advertising, but also leaves customers uninformed with an ordinary brewery experience.
This studio course included client meetings, a midpoint review and a final presentation. Our final proposal included a reimagined experience across Archetype’s website and physical brewery as well as tiered design recommendations that can currently be implemented given time and budget constraints.
challenges & learnings
📱🏗 ux and architecture collaboration
this was my first time collaborating with an architecture student—it was really cool seeing how architecture and product design processes overlap! i learned the importance of articulating the entire user experience in order to integrate it with the physical brewery.
🪄 the power of prototyping
through collaboration with Archetype Brewing, GoBeep, and ID & architecture students, we heavily leaned into rapid prototyping to get our ideas across to stakeholders with. mockups and figma prototypes for ID; site plans and renders for architecture.
prototyping was especially helpful for the Archetype Brewing team as they were able to clearly see our vision and how it extended their current brewery space.
OVERALL,
i enjoyed being able to work on a cohesive project that spanned across branding, digital interaction design, and architecture. it was a great experience working with stakeholders outside of the tech industry and sparked interests in service design, exhibition design, and interaction design.
back to work / next project: vishealth
😊 thanks for making it to the end of the project! i’d love to hear your thoughts on it. if you have any feedback or questions, feel free to shoot me an email.