Responses by FINE
Background: Since 1969, Cuvaison has helped shape Napa Valley by steadfastly crafting Chardonnay, Pinot Noir and select varietals. The brand initiative began with core messaging—a narrative based in the craft and independent spirit of the early days of Napa Valley. From that foundation, and taking inspiration from 1970s labels, it was modernized for the present and future. And a “True to Our Roots” credo took hold. The site was one initiative as part of a brand evolution, which included refining the brand identity, and a comprehensive overhaul of bottles, labels and club packaging to bring the new brand forward to consumers and retail channels.
Highlights: The re-imagined Cuvaison site communicates that the real Napa Valley—the one that existed before Napa Valley was a brand in itself—is no myth. It’s as real today as it was in 1969. History and process unfold alongside bold bottle shots and people-focused imagery, inviting users to visit the winery and share the experience. The elegant blending of serif and sans serif type achieves a contemporary feel. Big bottle shots, in an almost unwrapped state, position the wine as the precious gift it is.
Navigational structure: The navigational structure is designed to surface and create clear pathways for Cuvaison’s key conversion points: winery visits (both tastings and events), club memberships and wine purchases. There’s also a strong emphasis on SEO, so it was important to provide individual pages for both the collections and the wines.
Technical features: Various scrolling effects and animations add a little personality to interactions, while parallax effects—predominantly on imagery actively cropping from the bottom—add something special to the experience. The footer is revealed with a fade-in effect, and the logo disappears on scroll.