Emily Tse
Making American wines great (in Hong Kong) again.
Visual identity, web design & art direction
Role
Designer
Year
2022
Challenge
Tastelife is created by a pair of wine lovers that wanted to introduce Hong Kong
the beauty of New world American wines.
Breaking Age-Old Stereotypes.
Traditional wine merchants had built an elitist culture around European legacy bottles, leaving little room in Hong Kong for American wines. Tastelife set out to break the mould by bringing Californian wines directly to the city in a fun, relaxed, and approachable way—cutting through the snobbery of old-school shops.
Solution
Less Time Finding, More Time Enjoying!
Tastelife overhauled its brand identity and website to bring a fresh, unpretentious
wine shopping experience. Bright colours, playful collages, and approachable messaging replaced confusing old school jargon and a friendly, educational interface that helped customers choose their own vintage with total confidence.
Impact
Tastelife established itself as a confident challenger brand in the Hong Kong market. Its lively visual identity, vibrant layout, and clever pairing guides stripped away the pretentiousness—positioning the brand as the go-to voice for approachable American wine knowledge.