E-commerce · Brand System
2026
A natural wine club with the confidence of a maison.
Terroir ships small-producer natural wine to four countries. Their problem was credibility: the site read like a hobby newsletter while the wine list read like a sommelier's dream.
Scope
- Brand system
- E-commerce design
- Editorial design
- Design engineering
- Packaging
01 — The brief
Natural wine branding oscillates between two clichés — chaotic collage or minimalist sterility. Terroir needed to feel like neither: serious about provenance, joyful about drinking. And the store had to carry 400+ SKUs without becoming a spreadsheet.
02 — The work
We designed the catalogue as a cellar, not a grid. Producers are the primary object — each gets an editorial dossier with soil, slope, and stubbornness documented in equal measure. The arch became the system's core shape: cellar doors, bottle shoulders, page frames. Oxblood and bone, Fraunces at text sizes doing the talking.
03 — The result
Average order value rose 34% in the first quarter. More telling: producers started asking to be on the site.
“Our winemakers finally recognise themselves in how we present them. That's worth more than the conversion lift.”
— Sofia Marinescu, co-founder
0%
AOV increase, Q1
0+
SKUs, zero spreadsheet feel
0
countries served
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