Vinimark is the largest independent wine specialist company in South Africa, and the owner of the Twee Jonge Gezellen farm and Krone brand. The marketing team felt that to truly compete on a global sales level, they needed to communicate the compelling heritage behind the Krone brand, as well as amplify the desirability of the full product range to a sophisticated, international market.
Vinimark approached us with a multi-layered but ultimately simple brief: re-design the existing Krone website to look luxuriously high-end; make sure that the content is easy to navigate, showcase the Krone product range and assure it is easy to digest; tell the story of the Twee Jonge Gezellen farm history and the innovative ‘firsts’ that have been developed there; and don’t forget to include the promotion of the greater Tulbagh community.
We interrogated the client’s business objectives and creative brief, brainstormed the execution then got to work story-mapping the site, with a focus on simple navigation and a logical user experience.
From there content was crafted into two separate sections - one for the Twee Jonge Gezellen farm and one for the Krone MCC brand - with each unique brand identity carefully woven through the content to clearly demarcate the user’s journey.
Next a responsive mobile site — that offers users an immersive experience— was built from scratch; with the team going so far as to change a portion of the content entirely to ensure the best mobile experience possible.
A custom WordPress plugin aka the Age Gate was then created that only allows users over the age of 18 to access the site. This was important, especially for an MCC brand that needs to comply with South Africa’s drinking laws.
Some of the technology we used
2202 users over 3 months prior to launch , 10 555 users over 3 months, post-launch, a 379% increase in traffic since the launch, a bounce rate reduced to 40%, 4.09 page views per session, up to 3.26 min. per session, 2247 new sign ups, during the launch campaign. Overall, the project was a resounding success in terms of meeting the objective, considering the user’s experience and improving performance.
Contact Nona Creative — a full-service design & development studio in Woodstock, CT — for more information on how you can get UX guidance or development for your company’s site/application.