The old GREY GOOSE website didn't hero the brand's look and feel and consisted predominantly of entire pages of full-bleed images. This meant there wasn't a clear hierachy and made for a difficult user experience.
LOOK AND FEEL
Examining the BVI helped introduce us to brand elements such as the brand pattern and other assets we could utilise in creating a more premium website. The angle taken from the pattern was continued in other elements across the site (such as heading underlines and image crops), further emphasising the GREY GOOSE brand.
One of the most important aspects of the GREY GOOSE brand was the use of colour. Although blue might be considered the main colour, in actual fact white was given more importance. To sum up, white space was key to the design, allowing the content to 'breathe'.
Initial design routes were based on wireframes and UX documentation supplied by an external agency. Although well received, further feedback resulted in a rethink of the design. Inpage navigations were removed, simplifying the overall experience and adding to the clean aesthetic set out by the look and feel.
A clean, spacious, bolder approach, consisting of dynamic angles inspired by the brand pattern. This, along with the use of overlaps helps to break up the grid and emphasise GREY GOOSE’s brand principles. Fullscreen video of latest campaign delivers immediate impact on arrival.
To help create the modern premium feel of the site, in addition to the designs, subtle interactions were explored. These include parallax scrolling and image zooming effects.
Research and inspiration gathering • Analysing the Grey Goose brand • Producing initial design routes • Presenting, amending and finalising designs • Supplying all assets for build • Review and critique of the site development
INDIVIDUAL PRODUCT PAGE
A decision was made to hero the bottle artwork, injecting more colour and visual interest to each page.