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Responses by Jordan Sowers, designer and developer.

Background: Brent Braun, a James Beard Award–nominated sommelier, and I, a graphic designer, partnered to create Post Familiar, a wine company that collaborates with creative winemakers to produce experimental wines every spring and fall. Our website acts as our main platform, highlighting our latest collaborations, products and details around our wine club.

The initial idea for Post Familiar came from the alienating visual language of wine brands. Our target audience are people who love food, care about what they’re bringing to their table, and want the clarity of what they’re drinking, where it’s from, who made it and, most importantly, what it tastes like.

Larger picture: As a graphic designer and web developer, I love to continuously refine things. It’s part of what makes digital fun. Each year, we have a new visual theme that pairs with our ever-rotating wine selection. So, we tear down portions of the site, redesign them, rebuild them and make them better. Once the wines are gone, they’re gone—and we like to have a site that reflects that same ephemerality.

Design core: The site aims to be playful, clear and bold. Its core features center around our latest lineup of wines and communicating the narrative behind each collaboration in a long-form story that celebrates the winemaker. From our release parties to our digital presence, we want to push the design elements to feel as far from a typical wine brand as possible. We want visitors to ask: “This is a wine brand?” It’s not for everyone…

Favorite details: Our good friend Mike Hobizal helped us develop a WebGL-type effect on our home page. It’s easily our favorite part of the site.

Challenges: We redesign and rebuild our site almost anew each year. The most challenging aspect is always wanting to refine and redesign elements—it’s hard to put the pencil down.

Navigation structure: We were seeing a lot of users visit a few key areas of the site, so we elevated those as fixed elements across pages. As you scroll, the navigation is always with you. Graphically, we love the interplay between the type over page elements, so we tweaked the scroll interaction to change color of the navigation depending on its context.

Technology: Shopify, Vanilla JavaScript, WebGL.

postfamiliar.com

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