Haythornthwaite Wines

Haythornthwaite Wines is a boutique Martinborough producer known for finely crafted, small-batch wines. While the wines themselves spoke of quality, the brand and digital presence no longer reflected the standard of the product or the cellar door experience.

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This project focused on refinement. Elevating the brand, simplifying the digital experience, and creating a cohesive, premium presence from label to website to cellar door.

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Scope of work

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• Brand refresh
• Website design and build
• eCommerce introduction
• Digital cellar door booking system
• Menu design refresh
• Wine label refresh

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Approach

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The brand refresh was deliberately subtle. Rather than reinventing the identity, the focus was on clarity, restraint, and confidence, allowing the wines to take centre stage.

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A new website was designed to feel calm, considered, and easy to navigate, with eCommerce introduced to enable direct-to-consumer sales for the first time. A digital booking system streamlined cellar door reservations, improving both customer experience and operational efficiency.

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Menus and wine labels were refreshed to ensure consistency across all touchpoints, reinforcing a premium, cohesive brand experience.

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Outcome

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• A refined brand that better reflects the quality of the wines
• A modern, premium website designed for clarity and conversion
• Direct online wine sales enabled through eCommerce
• A streamlined cellar door booking experience
• Consistent brand expression across digital and physical assets

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About the project

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This work was about alignment. Bringing the brand, website, and customer experience into line with the quality already present in the bottle.

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See more: www.haythornthwaite.co.nz

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