Case Study
Blending Heritage & Design in a Bourbon-Inspired Experience
Triple Crown Reserve Co. is a fictional bourbon brand inspired by the historic legacy of American horse racing’s Triple Crown. The project began as a packaging design concept that grew into a full visual identity system, culminating in a website experience that brings together bourbon culture and racing tradition. The goal was to create a refined, interactive platform that appeals to both whiskey enthusiasts and horse racing fans, highlighting the craft, the lore, and the flavor behind each bottle.
Gathering Content
Before beginning the design, I focused on collecting and organizing all the content needed for each page, including:
Home
Highlights the bourbon collection, brand story, featured cocktail recipes, and includes a bold hero section with a call-to-action and shop invitation.
About
Introduces the brand, sharing its inspiration from horse racing, a look at the bourbon-making craft, a tribute to the legacy of the Triple Crown races, and a call to explore the collection.
Bourbons
Showcases the full Triple Crown collection with elegant bottle imagery, flavor profiles, race-inspired illustrations, and historical context—each section highlighting a unique bourbon and its connection to one of the legendary races.
Recipes
Features posts that highlight cocktail recipes, food pairings, personalized mixology tips.
Site Map
Persona & User Scenario
Rachel Martinez
Rachel is a horse racing enthusiast who craves more stylish and unique ways to celebrate the sport beyond traditional memorabilia and betting. She discovers Triple Crown Reserve Co. while planning her Kentucky Derby party and is drawn to the race-inspired bourbon cocktails. Delighted by the premium feel and themed recipes, she shares the site with friends and starts following the brand for more horse racing content.
Wireframes
Prototypes
Final
Conclusion
Designing the Triple Crown Reserve Co. website was more than just a creative project—it was a chance to blend storytelling, premium design, and cultural tradition into a digital experience that celebrates the spirit of horse racing and bourbon. Through thoughtful design choices and user-focused content, the site connects enthusiasts like Rachel to a lifestyle they’re proud to share.
This project means a great deal to me. It brought together my passion design and storytelling. Seeing it come to life—and imagining users finding joy, inspiration, and connection through it—makes every detail and late-night design decision worthwhile.