Building a Digital Presence for Love 4 Wine

A private wine club and tasting room wanted an online presence that matched their brand and spoke to their customers.

I created a brand identity, style guide, website copy, a Squarespace site, and email marketing templates to help them sell their product and build a consistent voice for their brand.

Role
Digital Consultant

Timeline
2020

Industry
Retail / Hospitality

Client
Love 4 Wine

Project Deliverables
Brand Identity / Style Guide / Website Design / Website Copy / Email Templates/ Marketing Strategy

The Challenge

Love 4 Wine is a private wine club and tasting room offering curated selections and intimate wine experiences. As a small, local business, they had built a loyal in-person following but lacked any digital presence. They needed a comprehensive online identity that could attract new members, communicate their brand values, and ultimately drive foot traffic to their physical location.

What They Needed

The client came to me with a blank slate: no website, no established brand identity beyond their name, and no clear digital strategy. They needed everything from foundational brand work (visual identity, voice, positioning) to tactical execution (website, email marketing, content strategy). The challenge was creating something that felt premium and knowledgeable without being pretentious or intimidating to casual wine enthusiasts.

Defining the Brand Voice

Through discovery workshops with the client, we established six core brand attributes that would guide all creative decisions:

  • Friendly

  • Knowledgeable

  • Fun

  • Irreverent

  • Trusted

  • Quality

My Approach

Discovery and Strategy

Conducted in-depth discovery sessions to understand the client's vision, target audience, competitive landscape, and business goals. Researched similar businesses to identify design trends and positioning opportunities. Defined brand attributes that would differentiate Love4Wine in a crowded market.

1

Brand Identity Development

Created a complete visual identity system including color palette, typography, and design elements. Developed a comprehensive style guide to ensure consistency across all touch points. The aesthetic balanced sophistication with approachability: premium, but not pretentious.

2

Website Design & Customization

Designed and customized a Squarespace website that showcased the wine club's offerings and personality. Prioritized user experience with intuitive navigation, mobile responsiveness, and clear calls-to-action. Wrote all website copy to match the established brand voice.

3

Email Marketing System

Created branded email templates in Mailchimp that could be easily customized for different campaigns (new arrivals, events, promotions). Developed email marketing best practices guide for the client. Set up the technical infrastructure for future email campaigns.

4

Content Strategy & Training

Provided strategic guidance on content creation, social media, and ongoing marketing. Trained the client on how to maintain brand consistency as they scaled. Created templates and frameworks they could use independently going forward.

5

Key Deliverables

Custom Website Design

Designed and developed a complete SquareSpace website that served as the digital hub for Love 4 Wine. The site balanced visual appeal with functionality, making it easy for visitors to learn about offerings, view upcoming events, and contact the business.

UX Priorities

  • Mobile-first responsive design

  • Clear navigation and hierarchy

  • Fast load times

  • Intuitive user flows

Key Pages

  • Homepage with value proposition

  • About page telling brand story

  • Inventory page with wine selection

  • Contact and location information

Strategic Website Copy

Wrote all website copy to establish the brand voice and clearly communicate Love 4 Wine's value proposition. Copy was crafted to be approachable yet knowledgeable, inviting wine novices while still appealing to enthusiasts. Every word choice reinforced the brand attributes we'd established.

Copywriting Approach

  • Conversational-but-informed tone

  • Clear calls-to-action

  • SEO optimization for local search

Email Marketing

Created branded email marketing templates that maintained visual consistency with the website while being optimized for email clients. Templates were designed to be easily customizable by the client for different campaigns and announcements.

Brand Identity & Style Guide

Developed a comprehensive brand identity system that the client could apply across all touchpoints. The style guide included color specifications, typography rules, logo usage guidelines, imagery direction, and tone of voice examples.