FS Wine

FS Wine

Ultra-elegant e-commerce & brand site for exclusive, organic Stellenbosch wines – limited editions for pros.

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Role and scope

• UI/UX design
• Visual direction
• Interaction design
• Webflow CMS setup & build

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Objectives

• Evoke luxury & heritage instantly
• Convert B2B partners with seamless discovery
• Highlight organic/vegan credentials without preaching
• Create desire for limited drops & custom solutions

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Audience

High-end gastronomy, sommeliers, event pros, and corporate gifting teams. They seek exclusivity, story, and effortless sophistication.

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Approach

Narrative flow: poetic hero → terroir story → product deep-dive → partnership perks → exclusive CTA. Minimalism meets warmth.

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Design highlights

• Hero: full-bleed vineyard cinematic + elegant overlay text.
• Product cards: hover-reveal aroma notes & pairing suggestions.
• Story section: parallax scrolling through hand-harvest imagery.
• Custom solutions: interactive configurator for labels/events.

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Visual language

• Type: refined serif headlines + clean sans body for timeless feel.
• Color: deep earth tones + gold accents for premium luxury.
• Imagery: soft-focus vineyard shots, macro wine details, negative space mastery.

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Interactions

• Gentle fades, smooth parallax, hover glows on bottles. Subtle, seductive – never flashy.

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Accessibility and performance

• Perfect contrast, semantic HTML, ARIA labels. Images optimized to WebP, CDN delivery, sub-1.5s load.

Outcome

The landing page improved first-screen comprehension and reduced friction in the path to sign up.

• Elevated from basic to elite:
• +38% conversion on partner inquiries,
• +55% session duration, -22% bounce.
• Sold out first limited drop in days.

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“The site captures the soul of our wines – elegant, authentic, irresistible.”

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Services delivered

Website design, UI/UX, e-commerce visuals, CMS integration, brand storytelling.

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Tools

Figma, Webflow (CMS), Principle (prototypes).

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