Collaborators: Ottakringer, LOOP®, Carolina Poch (while at LOOP®) Year: 2023

Ottakringer is one of Vienna’s most iconic breweries, yet its website did not reflect the same energy and character. The challenge was to translate that urban richness into a digital experience that felt lighter, clearer, and more intuitive. Ottakringer needed a website that truly expressed the brand while supporting e-commerce, marketing campaigns, events, and ongoing brand storytelling. As part of the LOOP team, Carolina Poch worked closely with Ottakringer to rethink how the brand shows up online. Together, we set out to create a website that feels as bold and easygoing as their beer, combining clear structure, strong storytelling, and a user experience that helps people get where they want to go quickly.

PM, Brand & Dev team collaboration.

Design Workshops.

UX flows for JTBDs.

Storytelling.

Design system.

User interface design.

Prototyping & testing.

Dev hand-over.

The project started with a workshop to map Ottakringer’s goals, audiences, and pain points. From there, we defined key jobs-to-be-done to clarify what users actually come to the site for. As part of the LOOP design team, Carolina Poch explored multiple look and feel directions to ensure the experience stayed true to Ottakringer’s bold, urban character. Weekly alignment meetings with the marketing team enabled continuous review of concepts, validation of decisions, and ongoing UX and design refinement. Development was handled in-house at LOOP, with close, continuous collaboration between design and development to ensure a smooth handover and accurate implementation.

Celebrate the Brand’s Urban Energy

Design for Real User Intent

Reduce Complexity & Increase Clarity

Build for Flexibility & Future Growth

Make E-com & Discovery Effortless

The website was redesigned around clear paths between Ottakringer’s beer ranges, brewery experiences, and events, supported by lighter navigation and content structured around real user intent. Behind the scenes, the LOOP team introduced a modular design system with reusable components and custom content tools. This allows the Ottakringer team to launch campaigns quickly, spotlight events, and update product stories while maintaining consistency. Together, this transformed the website from a static information hub into a dynamic brand platform that reflects Ottakringer’s confident, local, and energetic identity.

Seamless cross-navigation across brand, visit, and purchase,
 higher conversion from clearer info and streamlined checkout, 
more tour bookings via simplified discovery and calendar
 easier campaign and content management for the team, 
& a digital presence that reflects Ottakringer’s brand.