Website for Merry Edwards

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

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

Portfolio