case study

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A budding brewmaster came to us ready to make his craft brewery dream happen. And for that he needed truly distinctive branding and a website.


The Ask: Tap into the Market

Specializing in farmhouse brew, Dancing Gnome was ready to tap into the craft brew market and aimed to educate beer enthusiasts in the art of beermaking.

Owner Andrew Witchey hired us to develop a professional brand and online presence for his soon-to-be bricks and mortar business. He needed a website that would showcase his product, convey the ethos of Dancing Gnome brewery, and also serve as a platform for turning casual beer drinkers into brew aficionados–in line with craft beer culture.

“I know art, but I’m not a web designer.”
— Andrew Witchey (Owner, Dancing Gnome)

The Build: Brand + Website

On day one, Andrew provided us with a gorgeous hand-drawn logo and his ideas for the creative. He has an artistic eye and wanted to be involved in the evolution of his brand.

We jive on collaboration like this, and were happy he did too!

“I knew I wanted the brand to be simple but very modern, bringing in elements from art and architecture. I showed the team examples of what I really liked and we worked from there,” says Andrew. “I know art, but I’m not a web design expert. The team exuded professionalism and were masters of their craft. Beyond that they were great people that were super easy to work with.”

In order to strike the balance between the artisanal-feeling hand-drawn logo and a modernist design, we retained the illustrator who drew the logo to create a few more drawings, like the candlestick and hops. After completing the five labels we got to work on the website. The result was a crisp white uncluttered background overlaid with customized elements like the dark jagged-edge navigation bar and footer. To showcase beers, we created renderings of five beer cans. We made each can clickable so site visitors could click through to immediately learn about that product. We were very careful to deliver a user-friendly experience through thoughtful content structure and organization.



We loved working on this project–not just because we have a thing for craft beer, but because it epitomized our slogan “made for each other”. Through collaborative exploration and conversation we developed a standout look for Dancing Gnome that stayed true to its founder’s vision.

“I cannot speak highly enough about the communication by PB+J as a whole. The team was always very prompt, organized and scheduled. We had multiple labels and a website to create and we did it in five weeks. I wanted a professional presence so that people would take my business seriously. And that’s exactly what I got!

Six months after launch, Andrew secured the funding he needed for space and equipment. His next milestone is opening the doors to his brewery, which he expects to do in June 2016–just a year and a smidge after launching his brand. We raise a glass to that!


We want to represent your brand and website to help you succeed. If you want to build a successful brand and grow your company, give us a call.

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