Objective
Tasting Room is an e-commerce company focused on providing wine sampler packs, allowing wine fans the opportunity to taste flights of wine in the comfort of their home. VP of E-commerce sought more fun, fresh and modern brand identity; requiring the alignment of product offerings with new found target audience of women in their mid 20's to 40's.
Creative Challenges
Poor site navigation and user interface
Cluttered homepage layout
Inconsistent and low quality photography
Lack of lifestyle imagery
Outdated, rustic countryside theme
Abrasive color palette
Hard-to-read script font
Cluttered homepage layout
Inconsistent and low quality photography
Lack of lifestyle imagery
Outdated, rustic countryside theme
Abrasive color palette
Hard-to-read script font
My Approach
1. Facilitated creative workshop to gather executive input on brand refresh
2. Presented brand refresh concepts and aligned on timeframes for brand refresh rollout
3. Established style guidelines featuring updated fonts, color palette and refined brandmark
4. Hired and managed creative team to support end-to-end site refresh
(UX/Visual Designer, Interactive Designer, Web Developer, Illustrator, Product and Lifestyle Photographers)
(UX/Visual Designer, Interactive Designer, Web Developer, Illustrator, Product and Lifestyle Photographers)
5. Oversaw delivery to engineering, testing and site launch efforts
6. Celebrated launch with team!
Logo Creative Refresh
• Shifted fiery red color palette to warm and inviting burgundy
•Updated heavy, bold typeface to modern, airy font
•Removed ".COM" to transition to a more tech savvy era
Site Creative Refresh
Before
After
•Updated tone of voice to showcase more personality
•Streamlined top nav and site layout to improve user experience
•Incorporated new lifestyle photography showcasing use of product
•Updated over 400 product images
• Designed homepage banners to support largest revenue generating quarter
