Responses by Daisy Potfer, founder, D.Potfer Studio.

Background: As the heart of a brand communication strategy on social media, the site’s goal is to reveal the history, innovation and recipes created for decades by spirit brand Ferrand Cognac. The target audiences are business-to-business and business-to-consumer customers, mainly located in Europe and the United States. The site addresses cognac enthusiasts as well as bartenders and resellers.

Design core: The core is the homepage, where users can browse through the image gallery; if they stop and focus on some imagery, video footage begins. This highlights the mystery, innovation and surprise Ferrand Cognac demonstrates in a subtle way. We spent a lot of time refining the art direction of the site in order to find a good balance between the history of the brand and its modernity.

Favorite details: The light effects on the homepage. It makes it feel very lively. We also love the overall elegance and storytelling on the site.

Challenges: The fact that almost all the content was editable by the client—pictures, videos, text and new sections, among other features. So we had to create a website with a strong art direction that the audience would remember while creating layouts agile enough to evolve accordingly with the client’s needs.

New lessons: We learned a lot about the field of spirits in general, in terms of the way to address different audiences that were targeted. It was also an opportunity for us to work with the Prismic CMS. It was super easy for us internally, as well as for the client!

Navigation structure: The navigation is very simple and intuitive. Given the data we had retrieved about target user habits, we decided not to go too crazy.