Problem

Dewar Guitars had no real web presence. The shop produces only 12 instruments a year, each one hand-built from raw wood to final note, but there was no way for prospective buyers to understand the craft, the process, or how to get on the list. Word of mouth worked, but it capped reach and made the brand feel smaller than the work deserved.

Solution

I designed and built a site that treats the guitars the way they deserve to be treated: as objects worth slowing down for. The layout is intentionally unhurried. Large imagery, minimal copy, and a visual rhythm that mirrors the deliberate pace of the workshop. An application flow replaces a traditional checkout, reinforcing the exclusivity of 12 units per year. The site handles storytelling, collection showcase, and lead capture in a single, focused experience.

Highlights

• ·Full design and development, concept through launch, built in Next.js and deployed on Vercel
• ·Visual identity that reflects the craft: restrained, tactile, and grounded in the workshop aesthetic
• ·Application-based purchase flow that reinforces scarcity and positions the guitars as collectible instruments
• ·Responsive storytelling sections that walk visitors through the decade of craft behind each Distiller
• ·Photography-forward layout designed around the hand-painted finishes and custom hardware details
• ·Helped bridge the gap between my father's craftsmanship and the digital presence it deserved