Building a Bold, Modern Website for Fat Head’s Brewery


April 7, 2024

Fat Head’s Brewery is a staple in the craft beer scene. It began as a partnership between Master Brewer Matt Cole and Pittsburgh restaurateurs Glenn and Michelle Benigni. In 2009, the trio teamed up and launched a brewpub on Cleveland’s Westside that eventually led to a full-fledged production brewery. Since then, the brand’s reach has grown to be a top 5 craft brand regionally as we as nationally recognized for its quality. Head Hunter, the brewery’s flagship IPA, in 2023 won gold at both the World Beer Cup and the Great American Beer Festival (technically, it’s the greatest IPA in the world). 

To match the momentum of their business and look to the next chapter for their brand, the Fat Head’s leadership team recognized a need for an updated web presence. They partnered with Origo to design and develop a custom website that:

  • Offers modern functionality and showcases their wide variety of beers,
  • Connects the brewery’s multiple locations through an intuitive multisite, and
  • Maintains the brand’s signature style and voice.

Modest Messaging, Bold Design

The Fat Head’s crew is serious about their craft, but make sure to stay modest about their awards. To properly convey the Fat Head’s identity on the new site, the copywriting team at Origo began by aligning on a new conceptual theme. We worked through several rounds of creative concepting with the Fat Head’s leadership team to select the Perfect Pour concept. It highlights the brewery’s unwavering commitment to consistency and the pride that comes with sharing something you’ve created with the people you care about.

Brewery websites often have a lot of character, and the new Fat Head’s website is no exception. Origo’s design team brought the concept to life by building a bold and colorful visual experience that feels familiar, yet refined. When visitors land on the new homepage, they’re greeted with a big banner that prominently features the people, the beer, and the Fat Head’s slogan: Chill Out Man, Have a Beer! Photos from behind the scenes at the different Fat Head’s locations highlight the brand’s commitment to both their team and their customers.

Multisite & E-Commerce Functionality (Five Sites in One!)

Fat Head’s is headquartered in Middleburg Heights, OH, where they operate a massive brewery, beer hall, and restaurant. They also have three satellite locations in Canton, North Olmsted, and Pittsburgh. One of the most important functions of the new website is the connectivity between the homepage, the four location sites, and the e-commerce store. The leadership team needs the ability to upload product and event information on the main site, which then can be accurately implemented and represented on the different location sub-sites.

Origo’s web development team built a custom multisite that keeps information consistent between each of the four locations. The sites are easy to customize, so the restaurant and taproom managers can change their hours of operation, tweak menu availability, and post upcoming events on their own. Origo hosted training sessions with the Fat Head’s team to help them learn how to manage the backend of the site.

The Fat Head’s team can now control their multisites to ensure a uniform experience. The impressive new site is responsive to mobile and tablet devices, so visitors can learn everything they need to know about each location from home – or on the go.

Wholesaler Portal

Fat Head’s distributes their beer through many different channels. The Wholesaler Portal is a password-protected section of the website that hosts all of the branded assets that a store, bar, restaurant, or distributor would need. It’s another great way to keep the branding consistent across the board.

Origo’s design and web development team worked together to develop and customize the portal. Thanks to our thoughtful UX/UI considerations, the portal is easy to navigate and seamlessly accessible from the main site. Retailers can use the portal to access the brand’s style guide, logos, beer brand toolkits, and more. It’s a valuable tool for everyone involved in getting the beer from the brewery to your glass!

Ready for the Next Round?

As Fat Head’s continues to expand their reach, they remain committed to their humble beginnings. Their new website exhibits the care that goes into the consistency of every brew and serves as an important tool for upholding the brand image they’ve worked so hard to build. We’re very proud of this custom website and the hard work that went into building it. Want to check out the new site? Visit fatheads.com



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