EASYWINE · CASE STUDYThe EASYWINE homepage renewal proposal started with tipping a wine glass on a white piece of paper.
TILT TESTWhen you tilt the glass, the center appears ruby, and the edge where the wine becomes thinner appears purple
20 SAMPLESFrom the center to the edge
20 points of color were selected.
TWO DIRECTIONSThe two designs chose their own colors from both ends of this band.
EASYWINEWEBSITE RENEWAL PROPOSAL
EASYWINE homepage renewal proposal
Ruby in Motion · Easy Pour, two directions
BLUECANVASA · BPRODUCT OF SEOUL
EASYWINE is a wine importer launched in 2012. We introduce 25 types of wine selected from seven brands from Chile, the United States, France, Italy, and Spain to Korea, and we also prepare gift sets tailored to holidays and anniversaries. The management policy stated in the company introduction is “to provide high-quality wine at a reasonable price.”
The current website consists of data posted in 2015 and 2016. BlueCanvas re-read this material and redesigned the main page so that even first-time wine buyers can easily find the company's story, brand, and wines. And we proposed two directions: Ruby in Motion and Easy Pour.
TEXT IN A PICTURE
The first line of the company introduction was placed side by side, with text written in a 650px wide picture and text written in web text as before. Drag the bar to the right to zoom in.
FOUR QUESTIONS
The current website is structured to quickly display wine photos. First-time visitors need to read the letters in the picture to know what criteria to choose and what kind of company the company is.
Right now I only see a picture of the bottle and the name. The two designs allowed people to find wine by simple criteria such as red, white, and sparkling, as well as food and provenance.
We rewrote both the company and brand introductions in writing so they could be searched, translated, and read clearly on mobile phones.
In both designs, the production area is indicated on a globe, and when you select a country, the brand and story of that country appear.
Proposal B provided separate guidance on gift sets, business delivery, and event sponsorship, while Proposal A provided gift consultation directly through the inquiry window.
Before creating the new symbol, I re-read the sentences written in the current name, logo, and company introduction. A wine company's logo would likely be red, but EASYWINE's logo was purple from the beginning. I tried to follow where the purple came from.
The name EASY WINE carries the promise of making wine easy. The company introduction also states the management policy of “providing high-quality wine at a reasonable price.” Both design proposals started by translating this promise into a sentence on the first screen.
Behind the E in the logo are three overlapping translucent shapes. The colors are lavender, orchid, and purple. The first question about this renewal was that it is a wine company's logo and does not have any red in it.
If you tilt a young red wine on white paper, the wine will turn purple from its thinner edges. As the years go by, the light changes from ruby to pomegranate to brick red. We read the purple of the EASYWINE logo as the color of this edge.
The company introduction written in 2015 begins with the sentence, “Experience is ‘quality,’ not ‘quantity.’” In the manuscript, ‘quantity’ was colored gold and ‘quality’ was colored red. I thought that a website that shows a good selection rather than listing a lot fits this sentence.
Proposal A, Ruby in Motion, opens with 「A little wine, a lot of life.」, and Proposal B, Easy Pour, opens with 「Easy to Understand·Approach·Drink.」 One side of the design starts from the center of the glass, and the other side starts from the edge of the glass.
What makes wine difficult is the name rather than the taste. The names of EASYWINE's 25 wines contain many words copied directly from the labels, such as Single Vineyard and Riserva. In preparation for renewal, I tried to translate these words into one sentence in Korean. This is a small dictionary that can be attached to the product details screen.
Single Vineyard
single vineyard
Only grapes from one vineyard
This means that it is made only from grapes grown in one vineyard, rather than mixing grapes from multiple fields. The soil and sunlight of the field remain in the taste.
Riserva
Riserva
Aged longer than the basic wine
This means it has been aged longer than the base wine of the same name. In Italy, each production region sets a minimum ripening period that Riserva must adhere to.
Solera
solera
Adding new wine to the previously made wine
This is an aging method in which newly made wine is added little by little to previously made wine, and the flavors of many years are preserved in one bottle.
Crémant · Brut
Crémant · Brut
A non-sweet sparkling drink made like champagne
Crémant is a sparkling wine produced in France outside of Champagne and fermented again in the bottle in the same way as Champagne. Brut means not sweet.
Old Vine
old vine
Picked from old vines
This refers to vines that have grown for more than several decades. Although the fruit is small, each grain has a richer taste.
Moscato
moscato
Green grapes with a bright scent
This is a green grape variety with bright floral and fruity aromas. It is often used to make sweet and light sparkling wine.
Zinfandel
Zinfandel
Red grapes representing California
It is a representative red grape variety of California. It is the same grape variety called Primitivo in southern Italy.
Currently, the website divides wine by brand only. It's a quick route for those who know the brand name, but it's another unfamiliar word for first-time visitors. We reorganized the 25 types of EASYWINE based on four criteria: brand, type, production area, and food.
The “WINE” menu on the current website divides wines into seven brands. Eleven bottles are concentrated in one place in Valdivieso.
Red, white, sparkling and rosé are standards that you can choose from even if you don't know much about wine. Both designs placed this filter above the wine list.
If you group the same 25 bottles by country, it reads like a trip. Both designs had countries picked on a globe.
Choosing is as easy as starting from today's menu. Proposal B pairs eight foods with a bottle of wine.
Cavallo RoccosteakValdivieso Single Vineyard Cabernet Franc
Valdivieso Single Vineyard Merlot
Valdivieso Single Vineyard Cabernet Sauvignon
Valdivieso Grand Liserva Cabernet Sauvignon
Valdivieso Grand Reserva Syrah
Valdivieso Grand Reserva Chardonnay
Valdivieso Cabernet Sauvignon
Valdivieso Merlot
Valdivieso Chardonnaysalmon sashimiValdivieso Sparkling MoscatocakeCallaway Zinfandelcheese
Callaway Cabernet Sauvignon
Callaway Merlot
Callaway Chardonnay
Callaway Sauvignon BlancVecchiatore Salis Salentino Riserva
Vecchiatore Salis Salentino Rosso
Vecchiatore Chardonnay
Mission Third Cabernet SirahPasta · Pizza
Mission Third ChardonnayBaltasar Garnacha HeroBarbecue · Grilled
Baltasar GarnachaGrand Cuvée 1531Oysters and seafood
Pink Elephant Sparkling Roséfruit saladThe website of a wine importer is visited by people who are choosing wine to drink today, people who are looking for gifts, and purchasers who are looking for wine to bring to their business. Since each person was looking for different information, we first decided on a scene for each person to arrive at.
Choose a bottle based on the type, taste, and food that goes well with it.
Wine · PairingWe are looking for 1-pack and 2-pack configurations suitable for holidays and anniversaries.
gift setCheck the wine and supply method that fits the business's menu and price range.
Brand/Delivery InquiryCheck the brand's story and product information and consult about opening a store.
Brand/wine detailsInquire about wines for gifts and events that fit your quantity and budget.
Corporate Gifts/InquiriesIn both designs, EASYWINE is introduced in one sentence in the first scene, and then goes through the wine, production area, and gift before reaching the inquiry. Proposal A quickly conveyed the atmosphere with seven scenes, while Proposal B included separate scenes for the company's history, seller, pairing, and delivery information, making it longer and longer with twelve scenes. The color dots are each scene's job.
A · Ruby in Motion7 scenes
B · Easy Pour12 scenes
In the photo on the first screen, twenty dots of color were drawn at equal intervals from the center of the glass to the edge. In the deep center of the wine, it is a ruby color close to black, and as it becomes thinner, it passes through a red band and becomes lighter to purple. Eye A chose the screen color from the center of this band, and Eye B chose the screen color from the edge.
#BBA4F5, with a little bit of lavender, was used as the button and accent color. Proposal A places the word mark EASYWINE in place of the logo in the design, and uses ruby in the center of the glass instead of purple as the brand color.Proposal A reminded me of a cream-colored dining table bathed in afternoon sunlight. Top with oxblood velvet, ruby wine, travertine, cherry and cork.
Proposal B reminded me of a dinner table with only one candle lit. Grape and lavender silk, amethyst glass, and purple wine-stained paper were placed on aubergine-colored linens. You can compare the two materials by dragging the center line left or right.
Background of the dark scene · 24%Background of the first screen and the mountain scene. Instead of black, I used darkness with a reddish tinge like the inside of a bottle.
Lettering of a bright scene · Dark side · 17%This is the color of the text used on a cream-colored scene and the second side of a dark scene. Close to the darkest color in the center of the glass.
Emphasis · Less than 1%Color of italic text, filter buttons, and progress bar. Even though it makes up less than 1% of the screen, your eyes go to this color first.
Light · Less than 1%The same color as the light part of the wine surrounding the glass.
Last scene · 15%This is the basis for the inquiry scene “Shall we open a bottle?”
Background for bright scenes · 43%Background for stories, collections, and gift scenes. It reminded me of the color of the white tablecloth.
Deepest background · 12%This is the color of areas that should be darkest, such as the home screen and door scenes. It is a purple night.
Scene Background · 42%Most scenes fall on this color. It was revealed only one step further than Night so that the film in the first screen continued across the page.
Card · Side · 30%This is the background of the card, input window, and menu.
Wine · 13%This is the color of the wine filling the bottom and footer text of the cellar scene.
Emphasis · Less than 1%The color of the button and highlight text. I brightened up the lavender in the logo a bit so it could be read on a dark background.
Text · Less than 1%The color of the text in the body. I mixed a drop of purple with white.
Clicking on a color swatch will copy the HEX value. The number in the sample is the brightness contrast with the color of the text above it, and the ratio is a value calculated by counting the pixels closest to each color in scene captures in the two designs.
The two designs were created separately, but both chose the Cormorant series for their English titles. This is a choice that transfers the texture of the classic serif commonly used on wine labels to the screen.
Proposal A enlarged the thin strokes and italics of Cormorant to make one sentence look like a poster, and all Korean letters were written in Pretendard. Proposal B used Noto Serif KR in the Korean title so that the English and Korean letters can be read with the same serif texture.
A little wine,A little wine,
a lot of life.
Eight bottles taken from the cellar
Korean title500 / 1.65Wine doesn't have to be difficult,
making everyday life a little more special.
Find your kind of wine.
600Experience is not ‘quantity’, but
‘quality’.
Find the right wine for today's menu
Italic 400Callaway Zinfandel
The movement in A follows the speed at which the wine slowly rotates in the glass, and the movement in B follows the speed at which the wine is poured from the bottle. In both cases, scrolling drives the movement, and when the operating system reduces the motion, it stops the video and static scenes and only shows the last screen. The four cards below actually move along the scroll.
The 6-second video on the first screen of Eye A plays on its own, but when you start scrolling, it stops and moves back and forth in the direction of the scroll. While passing this card, 48 frames of the video are passed in the same way.
The first screen of Proposal B depicts 151 frames of pouring wine from a bottle into a glass, aligned with the scroll position. As the wine rises, Understand, Approach, and Drink change sequentially. In this card, there are over 60 of them.
In the final scene in B, wine flows in waves inside the letters EASY WINE. The letters on these cards are filled in the same way as they pass by.
The collection in A changes vertical scrolling to horizontal movement to show six bottles one after another. Each card has a thin oval on the back of the bottle, and can be filtered directly using the red, white, and sparkling buttons.
It starts with ruby-colored wine flowing around the wine glass. The 6-second video on the first screen plays on its own, but when you start scrolling, it stops and moves back and forth along the scroll. By alternating between dark ruby scenes and cream scenes, I created a rhythm between the darkness in the bottle and the white tablecloth.
Among the scenes in Proposal A, I chose a moment that I put a lot of effort into directing. Click on the photo to see a larger view of each scene.
Ruby-colored wine surrounded the crystal glass, and the first sentence was written in large letters in the darkness on the left.
When you scroll down, the video stops, and in its place is the first sentence, “Just one sip.” “A whole new world.” comes to the center.
It moves to a cream-colored scene, showing 2012, 5 countries, and 7 brands in numbers.
A collection of six bottles of wine flipped horizontally. The country and type were written on each card.
Vertical scrolling changes to horizontal movement, and the bar below tells you which bottle you are in.
Below the list of five countries, vineyards spread out at sunset, and “When you open a bottle, the story of that land also opens.”
A dinner table with two glasses by candlelight shows a moment of wine.
We placed gift advice and corporate gift advice side by side next to the burgundy gift box.
RUBY IN MOTIONEmpty the middle of the glass
EASY POURFollow the bora of the edges
This direction begins with the scene of pouring wine from a bottle into a glass. As you scroll, the wine fills your glass, and the three words Understand, Approach, and Drink change one after another. The lavender logo was used as an accent color, and the company story, brand, wine, gifts, and delivery information were included in order on one page.
Among the scenes in Proposal B, I chose a moment that I put a lot of effort into directing. Click on the photo to see a larger view of each scene.
The bottle tips over the dark bar, and wine begins to drip into the glass. The first word is Understand.
When the wine fills the glass, the word changes to Drink, and the screen moves on to the next scene with the wine covering the screen.
We have taken the first sentence of the current company introduction and enlarged it on one screen.
The globe spins, drawing a route from the mountain to Seoul, and the brand story appears on the right card.
Each time the bottle is changed, the color of the wine on the bottom and the large letters on the back change together.
When you choose one of the eight foods, the matching disease and reason will immediately change.
A 1-pack, a 2-pack, a golf wine set, and a customized corporate gift are gathered in one scene.
Hotel, restaurant, distribution, and event cards are layered one after another.
The video on the first screen of Proposal A started with a still scene of ruby-colored wine surrounding a glass. I slowly moved the camera using the browser's WebGL, calculated 144 frames with the wine's refraction and light flowing, and grouped them into a 6-second video. On the left is the first scene, and on the right is the scene starting to move.
Inside B, there are 20 scene images, including eight pictures of food, six pictures of the place of origin, gifts, and karma scenes. For the first screen and the mountain journey, the first scene was drawn first, followed by a 10-second video, and each frame was selected separately for each aspect ratio (16:9, 4:3, 9:16) and drawn to match the scroll.
8 DISHES · 8 BOTTLES
steakCavallo Rocco
Oysters and seafoodGrand Cuvée 1531
salmon sashimiValdivieso Chardonnay
Pasta · PizzaMission Third Cabernet Sirah
cheeseCallaway Zinfandel
Barbecue · GrilledBaltasar Garnacha Hero
fruit saladPink Elephant Sparkling Rosé
cakeValdivieso Sparkling MoscatoThis is a film where the camera hovers over a vineyard. In the design, the film is scrolled through to open a scene called “In the Vineyards of Five Countries,” which leads to a globe.
This is a video that adds camera movement, wine refraction, and flowing light to a still scene.
People often search for wine to gift and store information on their cell phones. Proposal A changed the horizontal collection on mobile to a list and arrow buttons for swiping with your finger. In Proposal B, the scene following the first screen was created separately as a vertical screen frame.
The two designs contain the same 25 types of wine and the same company story, but the words they say first on the first screen are different. Proposal A quickly conveys the atmosphere with a ruby-colored video and a short movement line, while Proposal B begins with a scene of pouring wine and spreads out the path to choose from the seller, pairing, and delivery information. EASYWINE has organized the differences so that you can choose according to the scene you want to convey first on the first screen.
BACK LABEL · Korean display information
EASYWINE website renewal proposal · Ruby in Motion · Easy Pour
Let's start with the order in which unfamiliar names and many options will be shown.
Foundation · Culture
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Art · Agency
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PR · Consulting
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