Mineral:
Taking a trade distributor direct to consumers.
Problem
Mineral started in 2011 as a distributor, bringing New Zealand and international wine, beer and spirits to the trade. It had built a strong name with suppliers and retailers, but it had no digital presence of its own. When Mineral decided to open a direct-to-consumer channel online, it needed an offer, a position and a voice that would make sense to people at home rather than to trade buyers.
Background
We began with a three-day strategy session with the Mineral team. Over those three days we worked out what Mineral would offer customers directly, where it would sit, and how it would talk about itself. We also set down the values Mineral holds itself to, so that every part of the digital experience would carry them.
Result
We designed and built a WooCommerce store with clear messaging, easy layouts and shopping flows that lead from a brand or a pack to the cart. We art directed the site around Mineral’s own brand and photography, and integrated the store with Mineral’s inventory and order management software, so it was easy for the team to run as well as for customers to use.
“Mineral burst forth into being in 2011, in response to the corporate, boring, mega-beige, yawn-fest that was taking hold of the beverage industry’s tender nether regions.”
Mineral
Strategy first, then the store
Mineral asked us to help create its online channel, and the work began with what that channel was for. The three-day strategy session settled the offer, the position and the values, and the site design, art direction and integration with Mineral’s own systems all followed from it.
Discovery and strategy
Ran a three-day discovery workshop with the Mineral team to shape the offer for their first direct-to-consumer channel.
Positioning and messaging
Clarified Mineral’s position and messaging, and defined the values their whole digital experience had to embody.
Ecommerce website
Designed and built a WooCommerce store with clear layouts and shopping flows, easy for staff and customers alike.
Inventory integration
Integrated the WooCommerce store with Mineral’s inventory and order management software.
Project details
Client
Mineral Wines
Region
Website