Vinebox was disrupting a beverage space unchanged in the way wine was sold to its consumers. Because of this, meticulously understanding Vinebox’s customer segments was paramount to ensuring success in our upcoming design strategies. Our early interviews with customers surfaced the need to focus on and clearly articulate the quality of wine in this new bottling process as well as how wine “by-the-glass” interplayed within one’s social events and interactions with others. With these insights, we created a foundation of content strategy and art direction (with a heavy focus in photography) that brought attention to quality of the products as well as suggestions on how these glasses could integrate well in social environments. The results included a new brand foundation for future marketing collateral and a customized Shopify e-commerce theme that enables easy curation for future products and supporting brand assets.