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Bombay Sapphire Distillery Let the new home of Bombay be-gin!

The brief

In line with a Bombay Sapphire brand refresh, the distillery team asked us to redesign their website to align with the new creative guidelines, as well as undertaking a full UX audit and re-work to improve overall usability, visitor bookings and e-commerce conversions.

Project team

  • Jemma Dormer
    Jemma Dormer
    Senior Project Manager
  • Andre Buxey
    Andre Buxey
    Head of Performance
  • Ian Mumford
    Ian Mumford
    Creative Director
  • John Pike
    John Pike
    Head of UX and UI
Webpage open on laptop

Our approach

We started with a discovery workshop to define the primary objectives as well as gather a full understanding of the usability and performance metrics of the current website. We then carried out a full UX review of the current website, identifying that the sitemap and structure needed simplifying in order to drive users to relevant content. We also identified that the new structure required dedicated landing pages for campaigns.

On completion of the new sitemap, we moved on to user experience, defining key user journeys and creating wireframes for UAT (user acceptance testing). On approval we worked closely with the new brand guidelines to design an on-brand but distillery specific user interface design, making effective use of distillery-centric content such as cocktails and tour information, as well as showcasing the destination with photography and video. 

  • Ticket prices
  • Woman smelling something inside jar
  • Link to create gin cocktails
  • Bombay Distillery hashtag
  • Bombay Sapphire Distillery

Like what you've seen so far?

Find out how we can help you

Bombay Sapphire Website open on laptop
Bombay Sapphire Distillery website

Our UI approach was to design specific page templates using individual components for both desktop and mobile. This meant that the distillery team would have the flexibility of building out future pages using any component block type of their choosing. 

Bombay Sapphire Distillery webpage examples

The outcome

The new distillery website has proved a huge advancement in UX and UI, improving user journeys and the discoverability of core content types. The conversion journey has been re-defined and improved based on insight gathered at discovery. Unfortunately, the new website was launched during the Covid-19 pandemic. To date, evidence of improved visitor bookings is limited due to the closure of the distillery throughout 2020/21.

Women taking photos outside Bombay Sapphire Distillery
Woman jumping in the air
Bombay Sapphire bottles

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  • CLIENT FEEDBACK

    The Escape are a fantastic bunch of people to work with – incredibly professional and really went the extra mile throughout our website UX and UI project. They made a very difficult process feel easy and I’m very grateful to all the team – you guys are stars!

    Amy Dobson
    UK Brand Home Sales and Marketing Manager

Let's talk

If you would like to find out more about how we can help you connect strategically, creatively or digitally, then call us or get in touch. We’d love to hear from you.

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