Niebaum Pennino Wines

Niebaum Pennino is a heritage wine brand known for its old-world craftsmanship and storied history. I led the redesign of the brand’s website to translate its refined visual identity into a modern digital experience, balancing traditional aesthetics with contemporary usability. The goal was to create an elegant, immersive site that highlighted the wines while supporting a seamless e-commerce experience across devices.

My Role

Lead UX/UI Designer

Timeline

October 2022 to January 2023

Tools

Figma

Disclaimer: This project has been anonymized and redesigned to honor confidentiality and NDA requirements. All branding, naming, and visual/UI details shown here are conceptual and do not represent the original client.

Problem & Context

Niebaum Pennino entered the project with a strong, well-defined brand identity, including established colors, typography, and aesthetic direction. The challenge was not redefining the brand, but translating it into a cohesive digital experience that felt intentional, usable, and refined while also supporting detailed product information and e-commerce functionality. Each wine carried nuanced attributes, requiring a structure that could present depth without overwhelming users, balancing heritage-driven design with clarity, performance, and scalability.

Discovery & Understanding

01
Understanding Brand and Content Requirements
We began by documenting project requirements and reviewing existing brand assets to understand the visual language, tone, and constraints already in place. This ensured the digital experience remained faithful to the brand’s identity while allowing room for refinement.
02
Identifying Structural and E-commerce Needs
As we reviewed page flows and product requirements, it became clear that the site needed a strong structural foundation to support detailed wine information, e-commerce functionality, and responsive behavior across devices. These insights helped clarify where structure, hierarchy, and interaction design needed to do more of the work.
03
Establishing a Scalable Framework
Using these insights, we developed a clear sitemap, page-level wireframes, and content outlines to support both storytelling and product exploration. This framework allowed visual decisions to enhance the experience without compromising usability or performance.

01

Understanding Brand and Content Requirements

We began by documenting project requirements and reviewing existing brand assets to understand the visual language, tone, and constraints already in place. This ensured the digital experience remained faithful to the brand’s identity while allowing room for refinement.

Establishing a Scalable Framework

Using these insights, we developed a clear sitemap, page-level wireframes, and content outlines to support both storytelling and product exploration. This framework allowed visual decisions to enhance the experience without compromising usability or performance.

03

Identifying Structural and E-commerce Needs

As we reviewed page flows and product requirements, it became clear that the site needed a strong structural foundation to support detailed wine information, e-commerce functionality, and responsive behavior across devices. These insights helped clarify where structure, hierarchy, and interaction design needed to do more of the work.

02

Aligning on Direction

With a clear foundation in place, we aligned closely with the client on how brand storytelling, product information, and commerce would coexist within the experience. This early alignment ensured visual exploration could move forward with confidence, grounded in a structure that supported both elegance and usability.

Design Strategy in Practice

Turning high-level strategy into practical, human-centered design decisions.

Honoring heritage through restraint

Design decisions emphasized typography, composition, and spacing to reflect the brand’s legacy without relying on heavy ornamentation.

Blending old-world and modern expression

Visual exploration balanced archival references with contemporary layout patterns, creating a refined yet current digital presence.

Designing for product depth

Product pages were structured to surface detailed wine information clearly, allowing users to explore vintages and attributes without visual clutter.

Visual storytelling through imagery

Full-bleed photography and curated historical imagery were used to reinforce narrative and atmosphere while supporting content hierarchy.

Responsive by design

Layouts were designed holistically across mobile, tablet, and desktop to ensure a consistent and polished experience at every breakpoint.

Iterative collaboration

Regular reviews with the client allowed us to refine visual direction, merge stylistic approaches, and ensure the experience reflected their vision.

Detail-driven execution

Bringing the Niebaum Pennino Wines site to life hinged on meticulous attention to craft. Every choice served to elevate nuance without overwhelming the user.

Final Experience

The final experience delivers a refined, immersive website that captures Niebaum Pennino’s heritage while supporting modern browsing and purchasing behaviors. By grounding the design in strong structure and thoughtful visual storytelling, the site balances elegance with usability, creating a digital presence that feels timeless, intentional, and adaptable for future growth.