Intaglio Crafthaus Pre-launch Website Development

A pre-launch nano-brewery and coffee studio built from the ground up, custom theme, WooCommerce Founders Club memberships, a custom plugin, and a brand identity designed to outlast the opening.

Intaglio Crafthaus is my own project, a nano-brewery and coffee studio opening in Redlands, California. Which meant I was the client, the creative director, the developer, and the one lying awake at 2am second-guessing the kerning. It turns out being your own client is a unique form of productive tension.

The challenge was building a site for a business that doesn’t exist yet, no photos of the space, no products to sell, no foot traffic to capture. The site needed to accomplish something specific before day one: build an audience, establish the brand identity, and generate pre-launch revenue through a tiered membership program. Everything had to work before the doors opened.

“Intaglio is a printmaking technique. You carve into a surface, press it to paper, and what remains is something irreducible, the mark beneath the mark.”, Brand voice guide, Intaglio Crafthaus

This was the most technically complex build in the Track One portfolio, not because complexity was the goal, but because the business required it. Membership tiers, age verification, custom content types, WooCommerce, and a brand identity that needed to feel like a place worth visiting before it existed as one.

A fully custom theme built around the Intaglio brand aesthetic, dark, warm, and deliberately unhurried. No page builders, no pre-built components. Every element designed from scratch to match the physical space being built alongside it.

A purpose-built WordPress plugin handling the entire membership lifecycle, tier selection, WooCommerce purchase flow, member portal access, and benefit tracking. Built to drive pre-launch revenue and long-term loyalty without a third-party subscription service taking a cut.

A custom post type for menu management, brewery taps, coffee drinks, and seasonal items, built so the team can update rotating content without touching a line of code or breaking the page layout.

The Founders Club is a three-tier membership program designed to generate pre-launch revenue, build a committed opening-day audience, and reward early believers with lifetime benefits. Each tier has limited availability, once it’s gone, it’s gone. That scarcity is intentional and built into the WooCommerce logic.

Everything in Etching plus naming rights on a seasonal release, an annual private founders dinner, and a personalized engraved glass or ceramic.

Intaglio Crafthaus isn’t open yet, but the platform is fully operational. Memberships are available for purchase, the email list is growing, and the brand identity is doing the work of communicating what kind of place this is going to be before a single customer walks through the door.

The architecture is built to grow with the business: WooCommerce for merchandise and event tickets, the custom menu post type for rotating content, and the member portal for ongoing community engagement. When the doors open in Fall 2026, the website will be as ready as the taproom.

“Building your own thing is the truest test of your process. Every decision I make for Track One Design clients, about scope, about brand voice, about what gets built versus what gets deferred, I made for myself first on this project.”

Custom WordPress theme, fully bespoke, no page builders

WooCommerce store, membership purchases with auto stock management

Custom Founders Club plugin, member portal, tier management, benefit tracking

Custom menu post type, flexible rotating content management

Age verification gate, 21+ entry with cookie persistence

Email list / waitlist integration

Brand identity and full site copywriting

Yoast SEO setup, titles, meta, schema, sitemap

Mobile-first responsive design

Privacy policy and cookie consent, required for age-gated alcohol sites