Summary
Below Zero Ice Bar is a unique bar made entirely from 20 tonnes of crystal clear hand-sculpted ice, in the centre of Queenstown. As number 1 on Trip Advisor for nightlife in Queenstown, Below Zero is proud to be the biggest and best ice experience in the Southern Hemisphere.
Below Zero is also part of a wider hospitality group, Republic Hospitality, which owns 9 other successful bars, pubs and restaurants across Queenstown. Despite its successful growth, with tired and outdated websites, Republic was not telling the story of each establishment well enough to enable it to capitalise on its success. To engage new customers, it needed to elevate each website to reflect the industry trail-blazers they’d become.
My role in this project was to create one website template which would be flexible enough to suit all 10 establishments. I worked alongside Whitelaw Mitchell who provided each of the brands’ positioning. It was paramount for the template to be easy to use, customers needed to be able to book easily, find the drinks / food menu and sign up for rewards. I did this by leveraging key CTAs (call to actions) guiding the users seamlessly to where they needed to go on the site.
For Below Zero’s colour palette I took inspiration from the cool interiors of ice and neon lights featured in the bar. Teaming this with contemporary fonts and bold statements we were able to create a strong and recognisable aesthetic for the ice bar. Check out the live website here.