Merry Edwards is a California winemaking icon. Early in her career, she fought for equal opportunities for women at UC Davis, published findings that ended the use of toxic lead foil capsules on wine bottles, and pioneered research into vine clones. Her eponymous winery produces intensely aromatic vineyard-designate Pinot Noirs from sites in the Russian River Valley and Anderson Valley.

When Edwards retired, Maison Louis Roederer acquired the brand, but the leadership remained all-female, with Heidi von der Mehden heading up winemaking and Nicole Carter running business operations. Vin was tasked with re-introducing the brand with a contemporary online presence.

The winery’s Art Deco-inspired typefaces and Art Nouveau Revival watercolor labels—by Chez Panisse artist David Lance Goines—are a throwback to a time when women earned the right to vote. Inspired by these cues, we integrated 1920s-style patterns and decorative motifs into the design. It was a pleasure to launch this website at the start of Women’s History Month.

Visit the Merry Edwards website

The Challenge

  1. Make an immediate impression with a welcoming, intuitive, and elegant design
  2. Create a clean, bright, modern, image-driven aesthetic
  3. Integrate and complement the new visual brand identity
  4. Guide visitors through user-friendly navigation with an effortless path to purchase
  5. Communicate with concise and impactful statements
  6. Engage with warm, authentic storytelling
  7. Recount the essential history but focus on the future
  8. Drive Allocation List signups by messaging the iconic nature of the wines
  9. Invite Tasting Room reservations by messaging the quality of the experience
  10. Create an interface that functions beautifully on phone or tablet
  11. Boost winery visits, streamline reservations, and encourage online sales
  12. Retain the current committed customer base
  13. Appeal to a new generation of wine lovers
  14. Improve SEO and generate buzz about the brand


“Katherine and Jon of Vin remained engaged from the beginning of the project to the end. They were flexible when we requested changes at various stages, and worked in tandem with us, allowing the website to evolve. No detail was too small, and we didn’t feel rushed to the finish line. The end result was a much-needed fresh and vibrant web presence for us, and we appreciate their hard work and patience!”

— Jill Schlegel, Director of Communications