Niebaum Pennino Wines
In the world of wine, where excellence is the standard, a brand's image must be equally refined across every aspect to complement the sophistication and prestige of its product. For an esteemed brand like Niebaum Pennino, renowned for its rich heritage and old-world charm, the digital expression of its identity is crucial in conveying its timeless allure. Crafting a website that mirrors the brand's distinct visual style, steeped in tradition yet seamlessly integrated with modernity, presents a unique challenge. How does one artfully blend the elegance of old-world design with the seamless functionality of a contemporary, user-friendly interface?
Client
Francis Ford Coppola Wines
Duration
October 2022 - January 2023
Role
Lead UX/UI Designer
Industry
Food & Beverage
Kicking It Off
As a valued member of the esteemed Francis Ford Coppola Wines family, the Niebaum Pennino team approached us with a clear vision for their website, already equipped with essential elements they wanted to include. They had chosen a cohesive color palette, selected typefaces, and defined a general aesthetic even before we joined forces. My task was to refine their vision, adding a touch of creativity and expertise to ensure its seamless translation onto the digital platform, all while keeping things fresh and unexpected.
In addition to highlighting their exceptional wines, we recognized the importance of presenting detailed product information. Each bottle boasts its own unique characteristics, requiring meticulous attention to detail. Balancing the complexities of an e-commerce platform with the essence of the brand demanded adept problem-solving skills. From the start, we understood that our approach would involve a delicate balance between creating a flawless user experience and capturing the essence of the brand's distinct vibe.
Thinking It Through
Returning to the project's origins, my journey began with a keen focus on laying the foundation of the website: meticulously documenting project requirements, crafting a thoughtful sitemap, and creating wireframes for every page. Detailed content outlines were also developed to streamline the copywriting process. Although the Niebaum Pennino team had prior experience with online branding, we worked together to refine the finer details, allowing us to allocate the majority of the project's resources to crafting a captivating visual identity and presenting their unique product range seamlessly.
In shaping the visual identity, I crafted two distinct iterations of the homepage, incorporating sample content aligned with our outlined strategies to create an immersive experience. Drawing from an extensive archive of captivating photography and historical imagery, I embarked on a creative journey, infused with the brand's rich narrative. One concept showcased a contemporary flair, emphasizing bold, full-bleed photography to highlight the brand's narrative and tone, while dynamic micro-interactions added vibrancy. In contrast, the alternative design embraced the brand's vintage charm, using archival imagery to create an evocative etched background effect, complemented by subtle washes of color for a nostalgic ambiance.
Through extensive collaboration with the client, I seamlessly merged elements from both styles, resulting in a captivating fusion of old-world charm and modern functionality. This eclectic approach not only paid homage to the brand's rich heritage but also delivered a visually stunning online experience, seamlessly weaving product narratives with the brand's storied history.
Crafting An Experience That Delights
Now that our strong visual direction was firmly in place, it was time to breathe life into each low-fidelity wireframe, transforming them into high-fidelity page designs tailored meticulously for mobile, tablet, and desktop screens. To enrich the visual storytelling, the Niebaum Pennino team provided new images from a fresh photoshoot that was informed by our design direction.
A fun challenge emerged as I delved into designing the product detail pages. Responding to the client's expanded information needs during our initial design review, I went on a creative problem-solving journey. Understanding the intricacies of each wine, from vintages to tasting notes, I developed a streamlined product detail module. This intuitive solution allowed users to seamlessly explore different vintages without overwhelming the site with unnecessary variations.
As the design elements neared completion, I worked closely with our developer to troubleshoot and quality-check every aspect of the site. Our attention to detail ensured that the designs not only looked visually stunning but also functioned seamlessly. Completing the project filled my team with a sense of pride and confidence. The client's enthusiastic response to their new site proved the success of our collaboration.
Months later, we experienced a moment of validation when our carefully crafted information architecture and user-friendly e-commerce experience proved to be a winning formula. Our solution transcended the initial project, seamlessly integrating into another brand under the parent company's umbrella, demonstrating its effectiveness in showcasing the nuances of the wines.