The Bar is a brand created to be the official e-commerce of Diageo. In 2025, they decided to move from being an e-commerce platform to a content and experience platform.
As a team, we had to work to make everything look the same, from SEO to content and user experience.
We played as a team with the brands they distribute, Old Parr, Don Julio, Smirnoff, etc.; for this, the entire team moved to make the strategic and execution switch.
01 - Background
Lead level
Strategic expertise direction, visual solution design, information architecture, wireframes, interface.
Challenge identified
The Bar was launched as Diageo's official e-commerce platform, with a focus on selling the entire Diageo catalog. In 2025, they decided to pivot, moving from e-commerce to a content and experience hub, and to articulate strategies for each brand they distribute. That included a microsite for each brand; to do so, both the architecture and visual design had to be consistent with The Bar overall brand, and each brand with its identity, all in one place, without visual cannibalization.
KPIs
The KPIs about the outcome of this project were:
Level of discoverability for each subbrand.
Conversion funnel focused on different cases: Flow of users from The Bar to the subbrand, flow of users from the subbrand to The Bar.
Redirects to stores where users could purchase the products; this redirection was found in each sub-brand.
Limitations
The site that had the brand dedicated to e-commerce was in VTEX 100% focused on commerce and sales; as it was now required to include the content aspect 100% and no more sales, VTEX became a tool practically in disuse. The solution was to switch to a tool that was already used by Casa Global, which is called Content Full, a specialized content tool.
Key role
Architectural design, wireframe design in conjunction with the content team, and visual design of The Bar and other subbrands, all according to manuals and each brand identity.
Results
The home was successfully implemented for two of the three brands’ sites.
