A full-service advertising agency based in the heart of the Midwest, Lindsay, Stone & Briggs embody their work in archetypes, loving the concept so much that they bottled it into brand-able wines.

The concept for Archetype Wine's site design is complex and carefully thought out. Every aspect of the design and development was chosen to help reflect each wine bottle-packaging archetype's personality. Because it's conceptually complex, in reverse, the art direction is very simple, yet striking. The side scroll is a unique element utilized to reveal the content and the hover states and videos on the product pages add to the site's unique and playful nature.

The navigation was designed to be very straightforward and intuitive. Once users click on a wine, he or she can navigate through each range of wines by using the up and down arrows. At any point, users can click on the other navigational links to get to the homepage or the about page. In order to encourage exploration of the site and its content, the website does not have a full menu.