VA Wine Club:
A 30-year legacy, reimagined for the modern wine drinker
Problem
For over 30 years, VA Wine Club has been introducing wine lovers around the U.S. to the hidden gems of Virginia wine. It was founded and is run by people who love wine (and love drinking it), and it is committed to great service, great experiences and, above all, great wines. Thirty years in business also brought baggage: an old design, old systems and very little modernization.
Background
The website was cumbersome to navigate. Information was disjointed and scattered across multiple pages, and the people using it had no clear goal to follow. Behind the site sat a three-club setup built in a choose-your-own-adventure style, which gave members real freedom and gave new visitors a lot of decisions to make before they could join.
Solution
We developed a refined brand identity for the three clubs and produced brand guidelines for the club’s communications and marketing. We also coached the in-house staff and set strategy with them, so they were ready to grow with the new direction. We then migrated VA Wine Club to Commerce7 and built a completely new website to showcase the clubs. Its club onboarding works as a quiz, designed to reduce decision paralysis and improve conversions, and a custom app makes gift cards and club memberships more useful inside Commerce7.
A brand built from Virginia
The logo started from three references: Virginia’s landscape, the state’s iconic marketing, and a stemless glass that works as well for cider and beer as it does for wine. A secondary palette color-codes each club, so wine, fine wine and cider each have their own look across the site, the quiz and the merchandise concepts.
Before and after
Project details
Client
Virginia Wine Club
Region
Website