The new Vinotèque website provides a far richer experience for consumers and enables our brands to close the loop between online marketing and direct sales.
Michael Krynauw, Group Digital Marketing Manager
In 2013, Distell Vineyards and Estates approached us to discuss their Vinotèque website. At the time, the site offered a selection of some of South Africas most distinctive wines and recognised spirits, but our client had far bigger plans for the platform.
The brief had us excited from the start – create an eCommerce offering that would provide a single integrated solution; one through which all direct to consumer marketing and sales would be conducted. In addition, our target audience of wine enthusiasts across South Africa should be able to browse and purchase from an even wider selection of premium wines and award-winning local and international cognacs, whiskies and brandies, as well as cellar their purchases, where appropriate, at the Vinotèques Wine Bank. And, they should be able to do all of this in no more than eight steps from start to finish.
With the brief in, the challenge set, and us in control of the existing Vinotèque site, it was time for the part we really love – taking the thoughts, ideas, and objectives and bringing them to life in a way that captivates audiences and keeps them coming back for more.
A website inspired by the exquisite beauty of the Cape Winelands, which gave visitors all the features they were looking for, and then some. The user journey was designed in-house and delivered a slick, easy-to-navigate experience. On arrival at the site, a carousel introduced the Vinotèque concept – convenience, quality, and variety – as well as the current promotion(s). Visitors were then able to link directly to each area of the site via graphical cues. Visitors were accompanied throughout their journey by a gold shopping cart that enabled them to click directly through to their shopping basket once their purchases were complete.
The sites other highlights included a wine comparison feature that enabled consumers to compare the characteristics of several wines at once according to their personal preference (vintage, cultivar, area of origin, alcohol etc.), as well as concise tasting notes and food pairing suggestions to help facilitate the right decision.
During the site build, it became clear to both us and our client that the time was ripe to redesign the Vinotèque CI and give the brand an exciting new look.
The decision to incorporate our eCommerce offering and Wine Bank service in a single, online destination means that buying, cellaring and appreciating rare, special wines has never been easier or more accessible.
– Michael van Deventer, Vinotèque eCommerce Manager
Showing our true colours
Why have one colour palette, when you can have two? The first palette of fresh, crisp greens would feature on the site during summer and reflect the white wines on offer, while the second would be showcased during winter to echo the richness of the red wines available for purchase.
To the drawing board
Its the birthplace of all great ideas and its where we like to start each of our projects. For this one in particular, it meant creating a new CI for the Vinotèque. And where better to start than with the logo? For this task, we created a unique font where the letters intertwined with the very heart of the winemaking process – the vine.
A brand new identity
With the colour palette and logo in place, it was time to lock down the rest of the Vinotèque’s new look. By adding a set of sans-serif fonts to the existing serif fonts and choosing clean, beautiful images, we added a distinctly modern edge to the site and captured the refreshing charm of the Cape Winelands region.
The technical brief from client was extensive and required a solution that was quick loading, scalable, fully updatable and easily expandable to cater for additional eCommerce content and use by other Distell business areas. It had to integrate with SAP, the software that merges each of Distells business divisions, as well as with a logistic function to ensure the speedy dispatch of purchases. And of course, it needed to be fully responsive to ensure a seamless experience across all digital devices – from desktops to tablets to mobile phones. Its the way all websites should be designed. And it’s certainly the way we design ours. But above all, it needed to offer safe, secure transacting in order to keep consumers coming back.