Our Challenge: Modernizing the historic roots of wine.
Wine Enthusiast is an indispensable source of knowledge and information for all wine lovers around the world. But how do we combine conversion driven e-commerce tactics and maintain the integrity of the editorial side of the business that our audience has grown to love and respect?
Our Solution: Balancing tradition and modernity.
Our goal was to connect the dots across all digital touchpoints to recruit and retain audiences. We modernized the roots of Wine Enthusiast to make it accessible and enjoyable to the curious-minded and experts alike.
Our Vision: Where good wine originates from.
Our vision is to go back and pay homage to the roots, the land and the people behind every great bottle of wine. It is to cultivate excellence, brought together by a shared passion, heritage and craft.
Our Design Approach: Stripping back to show more.
Chaos often means unrefined. In order to visually bring the idea of “Where wine originates from” to life, we need to strip back and stick to the essentials.
Outdoor Moodboard: Natural & Earthy
The visual identity, similarly to the image of winemaking, should be natural, warm and earthy. It brings a sense of trust and authenticity to our users.
The imagery should be: Approachable and down to earth, not artificial and over saturated.
Still Life and Drinks Moodboard: Bright & Airy
The drinks photography is inspired by the open environment in which wine grows: bright and crisp, similarly to a Pinot Grigio’s tasting notes.
It should be devoid of unnecessary clutter, unless it adds a lifestyle touch and should never be over-saturated.
Indoor Moodboard: Warm & Welcoming
Indoor photography can be tricky to navigate as it often shows inconsistencies in lighting.
The goal is to make our indoor photography warm and welcoming, especially when it features people, to make it more engaging and approachable.
