Website for Merry Edwards
- Website Design & Development
- Creative Direction
- Narrative Strategy
- Copywriting
- Commerce7 Integration
- Interactive Map
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.
Photo credit: Dawn Heumann.
The Challenge
Under new ownership, Merry Edwards Winery & Vineyards was poised for a brand relaunch that would emphasize the future while honoring the accomplishments of its eponymous founder. In addition, while the winery’s distinctive Sauvignon Blanc has always been a bestseller, the new régime sought to underscore the quality of its terroir-driven Pinot Noirs. Finally, this legendary brand was ready to embrace a partially allocated DTC model.
Then there was the matter of winery’s iconic Art Nouveau Revival watercolor labels, by Chez Panisse artist David Lance Goines. A throwback to a time when women earned the right to vote, they had recently been updated with fresh Art Deco-inspired typefaces. Inspired by these cues, we integrated 1920s-style patterns and decorative motifs into a powerfully feminine design.
- Usher in a new era while honoring the old, in storytelling as well as design.
- Underscore the Pinot Noir program as a collection of profound wines with a sense of place.
- Drive Allocation List signups by messaging the prominence of the wines.
- Boost and streamline Tasting Room reservations and online sales.
- 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!
