A brand story built as a commerce platform
We turned Weber's product range into a story about global BBQ culture, then built the platform that sells it. A modular design system carried the concept — every product a story, each story a product — across product pages, editorial and journeys, so brand and commerce stopped competing for the same space. Intuitive journeys guided enthusiasts from inspiration to product detail, combining striking product photography with the experiential side of the brand.
Weber needed product information and BBQ culture to live in one place: a platform that inspires enthusiasts and sells at the same time.
Every product a story, each story a product
Modular system across brand and commerce
Journeys from inspiration to product
600,000 platform visitors within four months of launch
Four minutes average engagement on a commerce platform
