John Moeller

Winc: Brand + Product Design


Winc: Brand + Product Design

Problem: As a rapid-growth startup, Winc had developed its e-commerce and digital product through rapid iterations of minimum viable product. After 5 years, Winc’s product experience was a patchwork of legacy styles without an architecture or strategy.

Solution: I was engaged to redesign the digital experience and create a toolkit for brand growth, with the goal of creating the best possible customer experience. I began by auditing the current product and taking a competitive look in and out of category. The audit led to a few simple principles that addressed their major needs: simplify and build in hierarchy for clear brand storytelling; balance modern brand tone with signifiers of quality/credibility; and take every opportunity to use data to help people find what they like. Collaborating with their product team, I redesigned and evolved the Winc experience, providing a strategic evolution of their brand identity, product experience, messaging, and art direction, providing them with a modular UI design toolkit and guideline. The resulting system balances the brand’s playful tone and “Cheers, Delivered” brand platform with absolute clarity and directness of user experience and messaging.

Results: The clarified product vision and toolkit have given the team a new energy and focus. The work is now in product development phase.