Making American wines great (in Hong Kong) again.
Visual identity, web design & art direction
Role
Designer
Year
2022
In the wine industry, American wines are often overlooked or dismissed compared to European ones due to elitist stereotypes. This bias creates a challenging purchasing experience for clients, both online and offline. Tastelife aims to break these stereotypes with a complete overhaul of its visual identity and website design, creating a fresh shopping experience.The current market is saturated with European and legacy winemakers, making American wines feel inaccessible. Tastelife seeks to educate customers about the uniqueness of Californian wines in an approachable and casual manner, standing apart from traditional wine merchants.
Less time finding, more time enjoying!
Using bright colors, collage-style illustrations, and lively typography, Tastelife promotes Californian wines in a friendly and down-to-earth way. The combination of approachable messaging and an informative shopping experience allows customers to choose wines confidently, free from confusing and pretentious terminology.