Web Design
Halter Ranch Winery
Halter Ranch is a vineyard and winery located in the Paso Robles, California that has a rich history combined with a commitment to quality, science driven sustainable methods, and environmental stewardship. Our role was to redesign their outdated website with a focus on helping them illustrate the Halter Ranch story better and simplify their site architecture.
Creative Director: Julian Caustrita, Active Ingredients
Design Lead
User Experience Design
User Interface Design
Visual Design
Tools
Invision
Sketch
Photoshop
Challenges
Halter Ranch’s overall challenge was that their website was outdated, not responsive, and the site architecture wasn’t intuitive. Most of the pages either had too much content that often resulted in overwhelming users or duplicated content due to their commerce platform. In addition to these more structural issues, they also wanted to update the look and feel of their website to compliment their branding better.
An important focus of our redesign strategy was helping Halter Ranch be seen as a travel destination as well as being an excellent winery. People often don’t know all the experiences and amenities they have to offer onsite.
In addition to increasing property visits, we were also tasked with helping Halter grow their direct to consumer model through growth of web sales and wine club memberships.
Finally, we were asked to help bring Halter’s unique personality of doing things the right way to the site. As one of the the most sustainable wineries in the industry, they are literally down to earth. For example all grapes are hand harvested, the property has a community garden as well as a nature preserve where tours and hikes are open to the public. Matching that ethos, their wines are all high quality while being reasonably priced.
Solution
We created a rich and engaging digital experience that brings to life Halter’s visionary sustainability leadership, incredible destination experience, and world-class wines direct to consumer shopping and member club offerings. We fixed the site’s structural issues by simplifying the architecture, made it mobile friendly, and placed more emphasis on image/video instead of blocks of text.
We created a new brand look and feel through a lightweight design system that maximizes the impact of Halter Ranch’s rich collection of photography and video to drive the storytelling that brings their brand to life. The site’s design system evokes a sense of sophistication and elegance while being equally approachable and inviting.
