A family-owned brand new Wine & Spirit Boutique located in Prospect Lefferts Garden, Brooklyn, NY.
Brand Development
Brand Core
Purpose
A boutique focuses on small-production, minimal intervention, and handcrafted Wines and Spirits, providing inclusive and quality education so the customers feel confident in their selection.
Vision
To be the wine & spirits store where customers and staff feel engaged, educated, and inspired.
A boutique focuses on small-production, minimal intervention, and handcrafted Wines and Spirits, providing inclusive and quality education so the customers feel confident in their selection.
Vision
To be the wine & spirits store where customers and staff feel engaged, educated, and inspired.
Values
Education – Provide educational solutions to customers about wines and their production process. Facilitate information intuitively and efficiently to guide the customers on their wine selection.
Inclusion and Diversity – Include products that serve and include everyone while creating a culture of warmth and belonging, where everyone is welcome.
Caring – Support small businesses, local producers, and family-owned winemakers that use alternative agricultural practices to reduce greenhouse gas emissions, responsible use of water, fair labor practices, and safe working conditions.
Education – Provide educational solutions to customers about wines and their production process. Facilitate information intuitively and efficiently to guide the customers on their wine selection.
Inclusion and Diversity – Include products that serve and include everyone while creating a culture of warmth and belonging, where everyone is welcome.
Caring – Support small businesses, local producers, and family-owned winemakers that use alternative agricultural practices to reduce greenhouse gas emissions, responsible use of water, fair labor practices, and safe working conditions.
Brand Positioning
Audience
– Professional women and men between 25 and 45 years old
– Lack of knowledge about wine and how to make a decision when buying it
– Looking for recommendations so they can feel comfortable with what they buy
– Professional women and men between 25 and 45 years old
– Lack of knowledge about wine and how to make a decision when buying it
– Looking for recommendations so they can feel comfortable with what they buy
Market
– Family-owned Wine & Spirit boutique
– Knowledgable owners and staff
– Customer Acquisition
Loyalty program
Delivery & Pick up
Weekly Free Tasting + Discount
Specials
– Family-owned Wine & Spirit boutique
– Knowledgable owners and staff
– Customer Acquisition
Loyalty program
Delivery & Pick up
Weekly Free Tasting + Discount
Specials
Goals
– Develop a mobile-friendly eCommerce site
– Develop a friendly and inclusive environment in-store
– Organize the store products that allow customers to find what they want quickly
– Develop a Social Media presence
– A series of video snippets talking with producers and winemakers
– Develop a mobile-friendly eCommerce site
– Develop a friendly and inclusive environment in-store
– Organize the store products that allow customers to find what they want quickly
– Develop a Social Media presence
– A series of video snippets talking with producers and winemakers
Brand Persona
Personality
Environment-friendly store where customers feel secure, informed, and care of when needed.
Environment-friendly store where customers feel secure, informed, and care of when needed.
We chose materials for the store that connected the customers with the wines' sustainability and natural aspect. Reclaimed wood from old ships and pipes; reclaimed corrugated barn tin; craft stock papers.
Problem Statement
Wine enthusiasts are often overwhelmed by the number of wine choices in stores and online. This causes frustration for customers who don’t know much about wine but care about it.
Hypothesis
Organize the wine selection by pairing it with a meal for those who don't know much about it. It will make customers feel more confident about their decision.
Where we started
User Research: Discovery / Explore / Test / Listen
Moderated User Interview
Objectives: To validate the hypothesis and identify user signals for solutions
Objectives: To validate the hypothesis and identify user signals for solutions
Demographics
Framework
Pain Points & Key Findings
Competitive Analysis
Objectives: To understand the competitors' strengths and weaknesses and find a market gap.
Objectives: To understand the competitors' strengths and weaknesses and find a market gap.
Themes & Opportunities
Organizing the wine selection by pairing it with a meal will help customers who don't know much about wine feel more confident in their decision.
Create an onboarding for customers to select recognizable flavors they like to find wines within their taste.
Create an onboarding for customers to select recognizable flavors they like to find wines within their taste.
Implement a Loyalty Program that would work either in-store or online, so the customers earn points whenever they purchase
Provide the option for customers to mark their favorite wine selections while keeping track of their purchase history
Look for opportunities to educate the customers, like scheduling weekly tastings with experts that explain the details about the wines during the tasting
Provide the option for customers to mark their favorite wine selections while keeping track of their purchase history
Look for opportunities to educate the customers, like scheduling weekly tastings with experts that explain the details about the wines during the tasting
Wine Pairing
Concept development / Ideation / Implementation
What’s learned
A year later...
There are many variants to consider when pairing wine with a meal, for example, the ingredients used to prepare the meal. Those would influence the paring of the wine.
It's not as simple as we thought initially, and adding the variants could be too extensive, especially adding that information to the tags in-store.
Pairing is still part of the website's main navigation and has some variants to filter from, but it's not the most visited page.
Over the years, the shopping pattern has changed. Customers are more interested in inclusion, like Female Winemakers, Black Winemakers, and wines made consciously, like Organic, Sustainable, Natural, and Low-Sulfite wines.
Added a section in the main navigation named "Thoughtful Wines" to group the wines made consciously, and it's working pretty well.
Added a few sections in-store to showcase the wines made consciously
Customers are happy to ask and learn their recommendations from the wine pairing with a meal from the owners and staff.
What I did
Brand Identity. UX/UI strategy and design. Conduct research and strategy. Concept development. Interviews. Competitive Analysis. Store and furniture design. Signage. Social Media.
In collaboration with:
Neil Ochoa. Founder/Owner
Deb Capone. Founder/Owner
Juan Myerston. Wood Designer
Cesar Salazar. Architect Consultant
Camila Crazut. Interior Designer Consultant
Isabella Ossott. Brand Design Consultant
Mule Train. Developer Consultant
Dvino’s Clients. Feedback
Neil Ochoa. Founder/Owner
Deb Capone. Founder/Owner
Juan Myerston. Wood Designer
Cesar Salazar. Architect Consultant
Camila Crazut. Interior Designer Consultant
Isabella Ossott. Brand Design Consultant
Mule Train. Developer Consultant
Dvino’s Clients. Feedback
Interviewees:
Anna. 35 y-old – Videographer
Anton. 41 – Finances
Charlene. 37 – Marketing Director
David. 35 – Artist
Dylan. 28 – Illustrator
Ellie. 30 – Stylish
Enma. 26 – Copywriter
Gus. 39 – Architect
Jackeline. 33 – Production
Jason. 33 – Musician
Laura. 41 – Architect
Mathew. 26 – Designer
Morgan. 27 – Project Manager
Anna. 35 y-old – Videographer
Anton. 41 – Finances
Charlene. 37 – Marketing Director
David. 35 – Artist
Dylan. 28 – Illustrator
Ellie. 30 – Stylish
Enma. 26 – Copywriter
Gus. 39 – Architect
Jackeline. 33 – Production
Jason. 33 – Musician
Laura. 41 – Architect
Mathew. 26 – Designer
Morgan. 27 – Project Manager
