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Digital & UX/UIIllustrationMotion

Mikkeller

An app concept that translates Mikkeller's hand-drawn universe into a digital product, with handmade icons, illustrations and animation.

Client
Mikkeller (fictional brief)
Year
2022
My role
Concept, UX/UI, illustration & motion
Deliverables
App concept, 20+ screens, icon set, illustrations, animated loops, launch story
Context
Final exam project
Tools
Adobe XD, Illustrator, After Effects
More than 20 Mikkeller app screens laid out at an angle on a warm beige background, with the line 20+ screen designs

The challenge

Mikkeller is known for bold, playful and hand-drawn artwork on its labels, bars and merch. The brief for my final exam (a fictional one, not commissioned by Mikkeller) was to bring that personality into a digital product, and to help beer lovers find their way through a huge range of beers, bars and shops.

The idea

Beer of your dreams: an app that starts with a short taste quiz and then gets personal. Your answers on flavours, food pairings and ABV turn into recommendations, and the app guides you to where you can taste them, from the webshop to the nearest Mikkeller bar.

What I did

Research and concept, wireframes and UI for more than 20 screens, a hand-drawn icon set, a small cast of characters and illustrations, short animated loops for onboarding and an Instagram story to launch the app. Every visual element is drawn by hand, so the app feels like it comes from the same universe as the cans.

Animated character holding up a phone with a beer on screen
Animated couple holding hands and glancing at each other
Animated character riding a bike
The cast. Hand-drawn characters animated as short loops, cut free from their backgrounds so they can live on any screen in the app.
Hand-sketched wireframes for eight screens: home, explore products, product, explore map, explore list, location, saved and profile
Starting on paper: hand-sketched wireframes for the eight core screens.
Animated loop: a hand taps tiles on a phone to choose a taste01Pick your taste
Animated loop: a hand reaches down for a beer02Get your beer
The full walkthrough (4 min): from login and taste quiz to recommendations, the bar map, product pages, wish lists and profile. The onboarding loops on each side play inside the quiz.
Twelve hand-drawn food pairing icons: fish, meat, poultry, pork, pretzel, avocado, cheese, carbs, strawberry, carrot, milk and glassHand-drawn navigation icons in outline: profile, heart, home and searchThe same navigation icons filled, used for the active state
A hand-drawn icon set: food pairings for the taste quiz, and navigation icons with an outline and a filled (active) state.
Login screen with the Mikkeller logo on a phoneHand-drawn illustrations of cherries, lemon, pie, artichoke and a basket of bottlesCollage of the characters drinking, cycling and checking the app among floating bottles
The login screen, hand-drawn flavour illustrations for the quiz, and the characters at play.
Launch: an Instagram story inviting people to explore the world of amazing beers in the new app.

The result

A complete app concept with more than 20 screens, a custom icon set and a small cast of animated characters. It shows how a brand with a strong analogue identity can move into UI without losing its handmade feel.

Need something like this?

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