craftAPI helps breweries manage their beers, gives bars live, up-to-date menus with custom widgets and SEO rich pages with powerful analytics and data reporting. craftAPI is the UK’s largest beer database and offers a powerful API for developers.
The landing site needed to explain craftAPI without trying to make it confusing. Some people landing on the site are technical and want to know how the API works. Others don’t really care about that at all and just want to know whether it will keep their beer list up to date. The site had to cover both without turning into documentation or sales copy. The tool had to work with the landing page and several elements needed to work for both.
The branding I opted to use some yellow/amber to tie into the beer target market and using curly braces to subtly reinforce the tech element of the tool.
The design is clean and straightforward. There are hints of it being a tech site but the aim was to make the content easy to scan and easy to trust. The goal was to make it easy to use whether it was for developers or non-developers visiting.
The landing site and tool aren’t WordPress sites. It’s a custom PHP build, which made more sense given what craftAPI actually is. Custom gave more control over structure and gave flexibility in the API, access for users and the widgets and live menu tools.
The landing page explains what craftAPI is, who it’s for and how to get started. Developers can dig further if they want to. Bars and breweries don’t have to. The site supports sign-ups and links seamlessly into the main tool itself, no redirects or multiple user accounts. Just quick, easy and allows the user to hit the ground running.