Ghvinos Wines
A fledgling DTC import company on a mission to bring fine Georgian wines from independently owned small wineries to the USA, educate wine drinkers by showcasing the history, stories, culture and winemaking traditions of Georgia, with the purpose off furthering the advancement if Georgian economic and democratic independence.
Creating a website from scratch that would not overwhelm consumers on their journey to purchasing the featured Georgian fine wines.
2024 dotCOMM Awards
Platinum Winner
2024 NYX Award
Gold Winner
2023 Web Excellence
Award Winner
Brand Strategy
What the client had was a very clear purpose and mission, but nothing else. However, there purpose and mission led us to the conclusion Ghvinos was a Local Hero challenger brand: challenging the current mind-set that good wine only comes from the US, Australia, or Europe. And, educating consumers on the birthplace of wine, Georgia, its wines, and its winemakers who are crafting sustainable and unique varietal wines which deserve to be included on wines’ “world” stage.
Target Audience
Firstly, Millennials were identified as the core target audience for 3 reasons:
- Next generation of wine drinkers with open minds.
- Driving organic and sustainable wine consumption.
- Ghvinos’ values mirror Millennial values around purpose driven brands.
Secondly, we identified 2 distinct target personas within the broad Millennial audience: Conscious Consumers, those driven by their values and Flavor Explorers, those driven by their curious palates.
Single Most Compelling Idea
Key Support
Voice, Tone and Manner
Voice: Straightforward and fresh (as in not traditional)
Tone: Bold (but not boastful), exciting
Manner: Purposeful, authentic, human
Website UX, Copy Writing and Design
UX is often an overlooked task in website design. However, when you have a complex story to tell with deep educational components and unknown varietals and winemaking techniques, not to mention two very distinctive consumer personas, UX is a must. Otherwise, the consumers journey to add to cart can be interrupted resulting in lost sales. The intent of UX is to ensure the consumer journey is seamless, providing them with the information they need to make their purchase decision.
The website design was kept as simple as possible focusing consumers attention on Ghvinos being their guide on their journey to a decision. Short copy blocks (with read more buttons) were used throughout. Imagery was either vast and scenic or tightly cropped and human, showcasing the Georgian winemakers (many of them young women). Illustrated tasting notes were created for each wine and winery.
Marketing Plan
