Vinbox
Can wine shopping be fun?
Research, Product Design, UX, UI
Team member: Tanya Sheremata
The problem: Buying wine is anxiety ridden, confusing, and costly.
People love wine but experience choice overwhelm, difficulty discerning quality while shopping, embarrassment over not being “in the know,” snobbery from wine culture, and an expensive trial-by-error learning curve.
Our challenge was to create an online wine shopping experience that was educational and fun.
We want to explore and tackle the problem of wine snobbery and intimidation and design for wine-shoppers besides the stereotypical middle-aged connoisoir. But how?
Our Solution
Vinbox is an online wine retailer delivering the best of West Coast wine with low stress and plenty of delight. We believe that wine is for everyone—not just the rich or vine-educated. We demystify wine culture, pairing great wine with engaging storytelling, confidence through learning, and community reviews.
We conducted qualitative and quantitative research to learn more about what we should build.
Through a competitor analysis and interviews, we learned that focusing in on our region provided an entry-point for the wide world of wine as well as a cultural perspective to design for. Our challenge was to create an online wine shopping experience that was educational and fun.
Designing for our key audience
With our research in hand, we focused on an audience of 20-55yr old consumers looking for:
—bespoke curated experiences with distinctive voices
—interest in community, inclusivity, and discovery
—delicious and interesting wine
Our inspirations were the new generation of indie food magazines & brands,
surrealist art, + food & wine content
Branding & Design System
We're expressing a unique point of view, and exploring, inviting an audience that resonates with those values. The colors are almost on-trend, but made dusty, moody. There's a slight flirtation with surrealism, calling to lovers of cookbooks and Dali. Young Serif calls back to warm friendly serifs from the 70s.
Tone of Voice
Visually, we're having fun. As we discovered the emotional landscape of people's wine shopping, we decided to lean into nostalgia, warmth, cheer, and organic forms. Vinbox should always bring joy.