# Website Design Concepts

Three distinct design directions for your website redesign

Design 1: Modern Evolution
Refine and enhance the existing brand identity. This approach focuses on improving usability, strengthening brand presence, and polishing the 'coastal sophistication' aesthetic without a radical departure, ensuring brand recognition is maintained.
Primary
Secondary
Accent
Background
Visual Direction
Clean, airy, and editorial. Utilizes asymmetrical grids, high-quality lifestyle photography, and a refined color palette to create a premium yet approachable feel. The design is content-forward, emphasizing readability and a seamless user journey.
Target Emotion
Welcoming, confident, curated, and relaxed.
Typography
Headings: Playfair Display
Body: Montserrat
Key Features
Header: Minimal and clean
Buttons: Solid background (#b59a5a)
Cards: Clean with ample padding
Design 2: Bold Transformation
Disrupt the conventional wine market aesthetic with a vibrant, dynamic, and digitally-native experience. This design prioritizes visual impact and interactivity to attract a younger, trend-aware demographic and maximize social media appeal.
Primary
Secondary
Accent
Background
Visual Direction
Energetic, immersive, and futuristic. Employs bold color gradients, glassmorphism, fluid animations, and large-scale typography to create a 'wow' factor. The layout is dynamic and less conventional, encouraging exploration and play.
Target Emotion
Excitement, discovery, vibrancy, and fun.
Typography
Headings: Sora
Body: Inter
Key Features
Header: Glassmorphism
Buttons: Gradient background
Cards: Glassmorphism with illuminated border
Design 3: Alternative Vision
Reposition the brand as an exclusive, high-end purveyor of fine wines. This design moves away from 'approachable' towards 'aspirational,' creating an atmosphere of timeless luxury, artisanal craft, and deep expertise, akin to a private cellar or a luxury publication.
Primary
Secondary
Accent
Background
Visual Direction
Sophisticated, minimalist, and textural. A dark, moody palette is paired with classic serif typography, generous negative space, and a strict, editorial grid. The focus is on storytelling and the intrinsic quality of the products.
Target Emotion
Exclusivity, sophistication, reverence, and curiosity.
Typography
Headings: Cormorant Garamond
Body: Lato
Key Features
Header: Ultra-minimal
Buttons: Text-only with animated underline
Cards: No cards; content integrated into editorial layout

## Design Strategy Brief

Overall Strategy
To present three distinct strategic directions for the website redesign. 'Modern Evolution' aims to solidify the current market position by refining the existing brand. 'Bold Transformation' targets aggressive growth and brand visibility within a younger demographic. 'Alternative Vision' seeks to carve out a new, premium niche market by repositioning the brand as a luxury curator.
Target Audience Analysis
The three designs cater to different segments: 1) 'Modern Evolution' for the current audience of modern consumers who value curated experiences. 2) 'Bold Transformation' for trend-aware individuals (21-35) seeking vibrant, shareable digital experiences. 3) 'Alternative Vision' for affluent connoisseurs (35+) who prioritize exclusivity, heritage, and deep product knowledge.
Competitive Differentiation
Each design offers a unique competitive angle. 'Evolution' differentiates through superior polish and usability. 'Transformation' stands out with a cutting-edge, tech-forward aesthetic unmatched by local competitors. 'Vision' competes on a different axis, positioning the brand against high-end online curators rather than local shops, focusing on exclusivity and storytelling.
Recommended Design
Modern Evolution