Abnormally Proper Wines

A family brand gets a narrative and visuals for an outstanding online presence.

The Abnormally Proper project was a branding concept web and design package for a long-standing family-owned winery on Long Island.

Every brand needs a great story. This is particularly important in wine, where product differentiation makes the difference between which bottle consumers pluck off the shelves, whether or not someone visits a winery tasting room, and whether or not a distributor wants to carry a product. Thankfully, the Abnormally Proper brand didn’t have to dig too much to tell a story: a family winery dating back to after World War II.

Process and Insight

Once the story was unearthed, it was a matter of forming a playful set of branding elements and guidelines that were deeply aligned with the values and place of the family and surrounding community. Playing off the vintage feel and the extraordinary backstory, we developed a modern site that invoked a sense of nostalgia, yet with modern E-commerce development, newsletter collection, cute copy and arresting visuals.

The Solution

Once the story was unearthed, it was a matter of forming a playful set of branding elements and guidelines that were deeply aligned with the values and place of the family and surrounding community. Playing off the vintage feel and the extraordinary backstory, we developed a modern site that invoked a sense of nostalgia, yet with modern E-commerce development, newsletter collection, cute copy and arresting visuals.