Kosherwine
Case Study
Strategy, voice and tone guide and visual branding for an online wine retailer
Consumer Goods
the challenge
The biggest online retailer of top-quality kosher wines, Kosherwines.com had a devoted audience, but their site was lacking structure and sophistication.
To further complicate matters, the site’s existing audience was extremely varied — a spectrum ranging from experienced wine connoisseurs to complete novices.
They approached Ptex to create messaging and imagery that would enable the online shopping experience to feel personal and international — just like entering an upscale wine shop.
what was their next?
A great brand is only great once implemented.
We knew that if we created a brand that was visually stunning but challenging to use in practical applications, it wouldn’t be utilized fully - and worse, properly.
In order to ensure the brand could be implemented and updated effortlessly, all the moving pieces of the brand had to be designed for constant updates - and above all else – consistency.
We created a complete visual brand guide that contained all the bits and pieces for the site’s designers to use, with clear guidelines on how to adapt as necessary.
We created a pattern inspired by sprawling vineyards and hills is designed to work as an elements and overlay for web banners so the web designers could create texture, movement, and visual appeal across the site.
We also created brand seals that were derived from the brand’s seal-like logo. The badges could be used to show exclusivity, categorize unique opportunities, experiences, and offers, as well as serve as a literal "seal of authenticity" on products.
the process
We curated an experiential photgraphy style designed to elicit a passionate and emotional response from the end user while showcasing product types.
The second essential component to keeping the brand consistent was the thorough voice and tone guide that we created.
Our goal was for the messaging to transform wine drinking from an exclusive, costly hobby, into an inclusive, experiential pastime.
The kosherwine.com was a true explorer brand, with messaging that encouraged shoppers to get out there, and engage fully in wonderful, magical world of kosher wine.
We designed a framework where each wine’s description could answer the question of “what’s there to absolutely love about this wine?”.
We included a wide selection of samples to make it easy for the site’s marketing team to come up with great content all the time.
the results
The guides we created for kosherwine.com continue to help keep all the site’s messaging and visuals consistent, on-brand and hitting the right notes.
Along the way, we helped the brand’s audience discover their favorite vintages, and tap into the depth and richness of the world of kosher wines.
