New Belgium
The Anti-App
Design lead, MadeNew Belgium · 2014
Launched, 2014
People spend more time on their phones than on the people at the table. New Belgium wanted to be on the side of the table. So Beer Mode is an app that needs no attention.
Pick a personality and a timeframe. Beer Mode posts on your behalf and vaguely replies to your friends while you drink.
The interface combines wood and brass with a pint-glass gradient, a treatment developed at the height of flat design.
At Made Movement I was the design lead, directing the product experience and every screen. Of the people who opened the app, 40 percent both posted to Facebook and browsed the beer menu.
In hand
Choose a persona, such as Concerned or Industrious, then set the time on a brass gauge. A countdown appears over a glass of amber when Beer Mode is active. The beer menu animates each beer’s actual IBU and ABV.
