HALL WINES Website Redesign & Replatform
Bring the IRL experience of visiting the winery to digital.
Emily Harrison, Director of Marketing HALL and WALT Wines
“We absolutely love our new site. Gorilla helped us succinctly tell our brand story while creating a fresh, innovative online shopping experience. When consumers visit the winery it is a breathtaking, sensory experience unlike any other place, Gorilla was able to capture this experience in a digital environment.”
The HALL Wines project required us to effectively tell the brand story via the new website to grow winery visits, memberships, and direct-to-consumer sales. We accomplished this through an on-site tour, employee interviews, and understanding their position in the wine industry to develop how to bring it to digital life.
Sales
Design was involved early in the sales process, which was one of the key reasons for winning this client.
When considering this design, I considered how to balance modern and traditional elements that would echo the winery.
The RFP required comp work as part of the vetting process, which Gorilla Group historically had a firm stance against. However, we wanted this client in our portfolio and made an exception.
My passion for food and beverage, and the fact that my wife is a certified sommelier, tipped the hat on this project. During the sales process, my comp was cited as the reason that HALL Wines ultimately selected Gorilla Group over the other agencies from San Francisco and New York they were vetting.
Juxtaposition of Traditional & Modern
Like a finely crafted wine, HALL Wines is a beautiful blend of elements that make something more than its parts.
This is an ecommerce website, but even more important to the client is to bring the experience of visiting the grounds to the web.
Visiting HALL is truly a sensory experience. From the moment you encounter 30 ft tall Bunny Foo-Foo from the road to pulling around the old oak tree and seeing a 150-year-old stone building situated in an impeccably manicured setting of sculptures, gardens, and a modernist LEED certified building, the stage for what’s about to come has been set.
Visitors can plan their trip to the St. Helena winery location or request an appointment for an exclusive tasting and tour of Rutherford.
30 days post-launch Conversion Rate Lift was 109%
YoY site visits increased 49%
Selling the product
The wine product pages utilize a tasteful parallax effect to add an element of delight and the unexpected, like visiting the winery, that moves the viewer from high-level information to the tasting notes and details of the wine.
Continuing the juxtaposition of old and new, the other designer I was working with, who is an avid plant lover, suggested using old botanical drawings to represent the tasting notes, creating the perfect pairing for these pages.
Attention to detail.
Each wine is shown in a glass so the wine buyer can see the color of the vintage.
Role
Sales Discovery, Client Interviews, Wireframes, Creative Direction & Design Lead
Year
2015
ROI: Design Longevity
The design has been repurposed for HALL’s sister sites, Walt Wines and Baca Wines.