Ghvinos Wines Website

In the USA, Georgia, and Georgian wines are mainly unknown, misunderstood, and undermarketed. If people do know about Georgian wines, they typically view them as low-quality “Soviet swill.”
When Ghvinos came to us, their fledgling Georgian fine wine import business had no brand presence and only a rudimentary website. Our task was to create a brand consumers could trust with an immersive customer journey website demonstrating the uniqueness and allure of Georgia and Georgian Wine.
As the birthplace of wine, Georgia, its wines, and its winemakers crafting sustainable, natural wines from unique varietals, we had a lot to talk about. The challenge was how to give our audience enough information to make them willing to try the wines without overwhelming them.
We identified the Flavor Explorers (into discovering adventurous and re-imagined flavors in food and drinks) as our core target persona and leaned into their drive for discovery with the positioning line “Explore the Undiscovered World of Georgian Wines.” The UX and navigation were paired back not to overwhelm but still act as a clear guide so the customer journey to “add to cart” was as simple as possible.
The look and feel of the brand, as illustrated on the website, is contemporary, clean, and fresh.
We worked with this importer on their name/brand/logo and user personas. The UX and content of this website were based on the different customer journeys. The copy, imagery, and eCommerce areas target an American audience unfamiliar with the product and probably intimidated by the Georgian language. The result is a stunning site that is informative yet highly visual and approachable.