Truly Hard Seltzer

Cracking Open the Tru-niverse with a Fan-Fueled Twist on Flavor Exploration

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The Brief

OVERVIEW

Client

Boston Beer Company

Services

IA + UX Design Research & Brand Positioning Brand Strategy Website + Mobile Design

Role

Creative Direction
Brand Strategy

OPPORTUNITY

During a period of meteoric growth in the hard seltzer category, Truly needed a digital presence that could match its adventurous brand spirit, accommodate rapid product expansion, and advance its leadership position. The existing website couldn’t keep pace with an audience eager to explore new flavors, co-branded releases, and the brand’s growing cultural footprint. The opportunity: create an award-worthy digital ecosystem that reflected Truly’s vibrant personality, streamlined product discovery, and positioned the brand for continued growth across the Boston Beer Company portfolio.

SOLUTION

We architected the creative and content strategy for a full digital transformation of TrulyHardSeltzer.com—balancing intuitive UX, dynamic storytelling, and bold design to bring the brand’s energy to life online. Our approach centered around product exploration and authentic community-building, featuring immersive product experiences, campaign storytelling, and prominent integration of user-generated #LiveTruly content. To support rapid expansion, we developed a scalable design system and a refined product finder UX that was ultimately adopted across the Boston Beer Company brand family. The revamped digital experience didn’t just showcase Truly’s product lineup; it created a community-driven platform that invited fans to connect, share, and celebrate the Truly way of life.