Winery Website Design: the Grapur Website
- Client
- Grapur
- Project
- Digital
- Year
- 2025
Website for Grapur: concept, design and development
A wine that is a manifesto for sustainability
In a wine sector still strongly tied to tradition and history, Grapur by Mack&Schühle Italia aims to be the manifesto of a sustainable, urban, contemporary lifestyle. Not just a new wine brand, but a new idea of wine, built around awareness, contemporaneity, environmental sustainability and a modern aesthetic.
An innovative product: organic, vegan, sustainable, low alcohol and low calorie, designed for a young, urban and attentive audience.
We were asked to give shape to a digital identity, creating a website that would represent its vision and amplify it through distinctive design, authentic content and animations.
The right interface to tell something more
We began with an in-depth analysis of the user personas, profiling six key archetypes – from the “Gen Z trendsetter” to the “healthy-lifestyle enthusiast”, by way of the “eco-conscious Millennial” – with the aim of mapping desires, habits, language and digital behaviours. From there we built a clear, mobile-first, fluid user experience, guided by strong values and SEO-friendly content.
The focus? Communicating what makes Grapur unique: not a wine for connoisseurs, but a vegan wine to be enjoyed, supporting food choices that care for health and, above all, for the environment.
Vegan wine told through an animated video
The homepage opens with an emotional video, conceived and animated from the label illustrations. A visual story that grabs attention, surprises and lets viewers “dive” into the world of Grapur to convey the brand’s entire sustainable value chain.
Sustainability is a team effort
An original, fresh and animated website, designed to translate the soul of Grapur into a fresh, engaging and unconventional digital experience.
A platform designed to connect people, tell the story of its values and grow a conscious community.
Building a community through a trend
Grapur does not present itself as a simple drink, but as a symbol to share, on social media too: the “Join the Trend” section gathers UGC content and encourages community interaction;
A sustainable recipe book, the Sustainable Food Book
The “Sustainable Food Book”, a vegetarian/vegan digital recipe book free to download, is a treat that strengthens the relationship with the user, inviting them, through food pairing suggestions, to bring Grapur to the table on special occasions;
A collection of informative articles
The Grapur blog collects informative articles that tell the story of a new, responsible wine culture, contributing to the brand’s positioning. Through a careful SEO strategy it intercepts related searches and widens the audience in a targeted, organic way.
