Hugh Hamilton Wines
A digital experience for Australia’s black sheep of wine
Hugh Hamilton Wines calls itself the Black Sheep of Australian wine, and with good reason—it’s bold, heritage-driven, and unmistakably different. Based in McLaren Vale, the brand needed a digital experience that could bridge its storied past with the expectations of today’s DTC wine customer.
With no formal brand guidelines in place, 5forests stepped in to define a visual and tonal direction that honored Hugh Hamilton’s legacy while creating clarity and cohesion across the site. We focused on customer journeys that reflect modern buying behavior, designed product pages that convert, and shaped an overall user experience that’s as engaging as it is functional.
The result is a site that feels both confident and accessible, positioning Hugh Hamilton Wines to better serve its existing audience—and attract new ones.