A bit of a nerdy word, perhaps, but surprisingly fun and useful. Over the summer, I’ve spent some time building two small sites.
One is dedicated to my highly subjective restaurant experiences, while the other is my attempt at creating a digital wine cellar, directly connected to Systembolaget.se.
Nothing groundbreaking, but I’ve had a lot of fun putting them together. Feel free to take a look at the results.
Curated Grapes is more than an online wine store—it’s a journey into the stories, people, and places behind each bottle. Designed to feel like an editorial magazine, the platform combines visual storytelling with a premium shopping experience, turning wine discovery into something personal and inspiring.
Logo explorations
Challenge
Most wine e-commerce platforms focus on price and variety but lack emotional engagement and context around the product. Wine lovers want more than a transaction—they want to connect with the story behind the bottle. The challenge was to design an interface that combines visual storytelling, product transparency, and usability in a seamless way.
Goals
Create an editorial-style layout that feels premium and immersive.
Highlight the winemakers’ personalities and philosophies through storytelling and imagery.
Simplify product discovery and shopping experience without sacrificing design aesthetics.
Build a sense of curation and trust that differentiates the brand from generic e-commerce sites.
Process
Research & Insights
Analyzed high-end e-commerce platforms and editorial websites for inspiration.
Identified key emotional drivers for wine buyers: heritage, authenticity, and exclusivity.
Concept Development
Defined visual identity: soft pastels, bold accents, and minimal typography to convey sophistication.
Planned modular sections for storytelling, winemaker profiles, and product showcases.
Design Execution
Hero section with tagline and curated message to set the tone.
Winemaker stories with portraits, geographic maps, and quotes for authenticity.
Product cards with clear hierarchy: image → name → key details → CTA.
Integrated editorial elements like pull quotes and fact boxes to break up content and enhance readability.
Solution
The final design delivers a premium, immersive experience where users feel like they’re browsing a curated wine magazine.
Whitespace and clean grid structure create an elegant, easy-to-navigate layout.
Storytelling approach elevates the brand and builds trust.
Actionable design ensures product information remains clear and shopping frictionless.
Outcome(Concept Phase)
Successfully translated the brand’s vision into a design system for a future platform.
Received positive feedback on visual hierarchy, storytelling depth, and brand differentiation.
Next step: create e-com and prototyping for user testing and e-commerce integration.
