VINOS: Website Relaunch
In a market full of clichés and copy-paste platforms, VINOS needed more than a new website. It needed a brand transformation. We defined the essence, built a USP, and turned an online shop into a digital brand world that radiates joy in every detail.
Background
The German online wine market is crowded but strangely colorless. Platforms looked interchangeable, full of clichés and generic landscapes with functional shops with little emotion, no clear positioning, no cultural spark. VINOS, the leading retailer for Spanish wines in Germany, had the scale and reputation, but its digital presence no longer matched the brand’s potential.
Brief
Our task was to sharpen VINOS’ profile, define a USP that truly differentiates in the market, and translate it into a digital experience. Not just a shop refresh, but a strategic repositioning: turning VINOS into a brand that radiates Spanish joie de vivre and makes this emotion tangible at every touchpoint.
Solution
Through a series of brand workshops, we distilled VINOS’ essence: the most enjoyable short trip into Spain’s wines, diversity, and joie de vivre. This became the anchor for a new identity, from a sun-driven design concept to vibrant colors, intuitive UX, and a digital-first platform. The result: a website that inspires, performs, and converts, combining measurable impact paired with a brand presence that feels unmistakably VINOS.
The relaunch of VINOS started with a simple but crucial question: What should this brand stand for in the future? Together with the client, we distilled the essence: VINOS is the most enjoyable short trip into Spain’s wines, diversity, and joie de vivre.
“As part of our relaunch, the Ruska Martín team precisely identified the essence of our brand, created a distinctive positioning in the market, and developed a unique visual world that inspires emotion and conveys VINOS’ USP to our customers in a lasting way.”
Peter Iff
managing director
Ines Hackbarth
Head of CRM, Product & Brand
Brand Worlds
Additional to the new warm feeling, each VINOS in-house brand has it’s own visual universe that allows you to dive deeper into the world it lives.
Photos: VINOS, Ruska Martín
Turns out…
… in a market where the biggest challenge is escaping sameness. VINOS didn’t just break free; it leapt ahead. We built a digital brand world that delivers measurable results and makes VINOS emotionally leading, not just present. It became a benchmark that proves: relevance comes from joy, and leadership comes from emotion.
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