Website for Overshine
Overshine is a new Sonoma wine brand with old “California Soul”: a hub of music and activity, where low-intervention winemaking is accompanied by a bumping soundtrack of early hip hop and classic soul music.
In launching the winery, retired tech executive David Drummond sought to build an inclusive wine community for people of color like himself. Fourth-generation vintner Sam Bilbro aimed to highlight organically and regeneratively farmed vineyards. And operations director Thomas DeBiase worked to create an inviting space where the beats are cool, the wines are eminently drinkable, and the vibe is joy.
Vin collaborated with designer Marta Harding to create a website that is simultaneously fresh and old-school in its aesthetic, deploying the decorative motif of a vinyl record-shaped “O” in inventive ways. In addition, Vin produced a Website Builder site for Overshine’s smaller sibling brand, Comunità.
- Website Design & Development
- Creative Direction
- Narrative Strategy
- Commerce7 Integration
The Challenge
When Overshine approached Vin, the timeline was short and the message was big. The team had purchased an existing Sonoma winery, Armida, and was preparing to rebrand it within in a matter of weeks. With renovations underway in the tasting room, Vin sprang into action, translating Harding’s inspired vision into functional, profitable, and aesthetically gratifying online portal for the brand.
The brand icon, an “O” shaped like a vinyl record, pulls the site together, symbolizing unity and music. Vin incorporated this shape into product views, with a golden “O” rising like the sun behind wines on hover. On the Vineyards and vineyard detail pages, the “O” displays different iterations of a vineyard aerial on hover, peeling back the layers of the creative process that went into Harding’s label designs.
It was important to the team to display products prominently without appearing overly pushy. Vin utilized Harding’s graph lines in presenting featured wines. Shown without prices, the bottles appear more like a decorative detail than an online sales portal.
- Design and develop a fully functional custom website on a short 6-week timeline.
- Translate print designs into an interactive online environment.
- Conjure up the feeling that soul and hiphop are spinning.
- Present products prominently without appearing to “push” the sale.
- Communicate inclusivity and joyful, throwback vibes.
