Foxen came to us during a pivotal moment: a new generation was taking the reins, a new visual identity was taking shape, and the winery was ready for its digital experience to evolve with it.

A New Generation Leading = New Visual Brand Updates

We began ideating on this project in 2024 when we connected with Foxen during a full re-brand that they were building. They were in the process of transitioning from the classic labels & icons that have defined the Foxen brand from the 80s, to a newer, younger-feeling design now that the company was officially in the hands of their 2nd generation.

Foxen was also in the process of switching from WineDirect to Commerce7, something we handle often as a Gold Partner, and we totally hit it off when we began to dive into their goals for increasing the DTC ecommerce channel of their business, while also wanting to update the visuals of their digital footprint to match the new visual branding that they were building.

Getting To Know Foxen

We began with a full review of their brand, services, and offerings-even visiting the winery to experience the various locations, taste through their wines, and meet the winery & tasting room staff.

Visiting the winery was an incredibly important step in the process as it allowed us to truly capture the voice & feel of the brand online- from meeting the pops to seeing the table tents, it provided insight into how to bring Foxen’s real-world experience online.

Building A Bridge From The Tasting Room To The Screen

After visiting Foxen, we began to draw a blueprint for the new site, ensuring that the user flows online mirrored those in their tasting room. We went through 3 iterations of the website blueprint, each time honing into the small details that make Foxen unique- like their EV charger and various other sustainability initiatives!

After the blueprint was finalized, we dove into the site design, leaning into the new brand visuals to make the site feel playful, while also keeping large areas of white space to ensure the imagery and copy felt modern and breathable.

Huge shout out to Heather (Craft & Cluster) for providing us with 1,000s of images to use on the site- they were so much fun to use and explore!

The design was finalized in two iterations, with the second iteration focused primarily on small details, missing information, or questions that arose during our process.

Development started with a fresh hosting site, and included a custom WordPress design built around Elementor for easy in-house post-launch editing, an elevated, custom Commerce7 integration with evergreen collection templates, custom product pages, & full Google and ApplePay integration, and other wine-specific integrations such as an Age gate, Tock, and RedChrip.