I. about the project
Problem
SaltBush & Slate Winery had a rich legacy of crafting exceptional wines but lacked a digital presence that reflected their brand story and artisanal quality. Their previous website was static and text-heavy, making it difficult for visitors to explore the winery’s collection or place online orders. The absence of strong visuals and clear navigation resulted in low engagement and limited online sales.
Goals
- Create a visually refined e-commerce website that captures the sophistication and heritage of SaltBush & Slate.
- Build a seamless user experience for discovering and purchasing wines.
- Integrate storytelling elements that express the winery’s passion for craftsmanship and connection to the Granite Belt region.
Solutions
- We developed a modern, minimal, and immersive website that brings the vineyard experience online. Through elegant typography, warm color palettes, and curated photography, the site evokes the texture and aroma of SaltBush & Slate wines.
- A streamlined product flow and intuitive navigation were introduced to simplify browsing and checkout—allowing visitors to savor both the story and the shopping experience.
II. website map
III. Research Survey
Total Respondents: 85 wine enthusiasts
Questions
What influences your online wine purchase?
What feature do you find most helpful?
What causes cart abandonment?
How do you discover new wines?
Insights:
Key Takeaway:
Customers want to feel a personal connection to the brand — tasting notes, visuals, and storytelling are as important as the wine itself.
IV. user personas
Olivia Tan – The Wine Enthusiast
- Age: 31
- Occupation: Interior Designer
- Goal: Explore boutique wines with unique tasting notes and elegant packaging.
- Pain Point: Finds it hard to trust new wineries online without engaging visuals or detailed product descriptions.
David Ruiz – The Gift Giver
- Age: 58
- Occupation: Entrepreneur
- Goal: Purchase premium wines for gifting and special occasions.
- Pain Point: Wants a smooth checkout process and curated gift suggestions.
V. redesigned website
*updated website
V. redesigned website
*old website
VI.Color palettes
#4A1C2A
Main accent for logo, headers, and strong brand elements
#231F20
Secondary core, great for typography and dark backgrounds
#A9B6A1
Calming, earthy green for balance and backgrounds
#322012
Warm neutral for secondary elements or packaging details
#EEECE5
A gentle neutral that adds balance and elegance, echoing parchment and morning mist.
#B98D58
A warm, golden tone that reflects sunlit vineyards and aged oak, rich, grounded, and refined.
VII.Collaterals
Saltbush & Slate Wine Box Sample
Close Box: 30cm x 8cm x 8 cm
Open Box: 47cm x 5cm x 33 cm
━━━ Cut lines
——— Crease lines
Tote Bag
Business Card
Subscription Box
Poster
VIII.social media assets
Carousel Post
Facebook Post
Reel
IX.KEY takeaways
The old website sold wine deals, the new one sells a wine experience.
By focusing on storytelling, elegant typography, and immersive visuals, Saltbush & Slate’s redesigned homepage builds an emotional bridge between brand and visitor. It transforms a once transactional experience into a luxurious narrative, proving that in design, refinement always outlasts noise.
Thank you!
