A full-stack website development project that turned Dugladze’s digital presence into a presentation-grade storytelling platform for international business partners and wine enthusiasts, featuring handcrafted illustrations, four-language support, CMS integration, and a dedicated sub-brand landing page for Ranina.

THE CHALLENGE

Dugladze Wine Company needed more than a product catalog online. The company wanted a digital flagship that could serve as a presentation piece for international business partners, a storytelling platform for wine enthusiasts, and an entry point into Georgian winemaking heritage for visitors arriving from different countries and language backgrounds. The site had to balance emotional storytelling with functional product navigation, while supporting four languages and accommodating both B2B buyers evaluating partnership opportunities and B2C visitors exploring the wine portfolio.

STRATEGY

The project followed a research-driven process that treated the website as a brand experience rather than an information repository:

• Analyzed wine industry benchmarks from both local Georgian producers and global winery websites to establish the visual and functional standard the site needed to meet
  
  

• Mapped separate customer journeys for B2B partners evaluating Dugladze as a distribution prospect and B2C visitors browsing the wine collection, ensuring both paths felt natural within the same site architecture
  
  

• Interviewed internal stakeholders to capture the brand voice, audience nuances, and content priorities that would shape the storytelling pages
  
  

• Established a design philosophy around minimalism, elegance, and emotional depth – with Georgian winemaking tradition woven into the visual language through original handcrafted illustrations rather than stock imagery
  
  

• Planned a dedicated sub-brand experience for Ranina, Dugladze’s newer wine label, requiring its own visual personality within the parent site’s architecture
  
  

EXECUTION

Development moved through five sequential phases: research, UX architecture, UI design, build, and testing. Low-fidelity wireframes established the information hierarchy before any visual design began. Interactive prototypes allowed the team to test user flows for product filtering, collection navigation, and storytelling page transitions with Dugladze’s team before committing to final design.

The deliverables spanned design, development, and quality assurance:

The illustration work defined the site’s character. Every graphic was drawn from scratch – vineyard maps, label-inspired patterns, Georgian winemaking motifs – rather than sourced from stock libraries. That commitment to original artwork gave the website a handcrafted quality that matched the artisanal positioning of Dugladze’s wines and distinguished the site from competitor platforms relying on template photography.

KEY INSIGHT