Charles Krug: A New Digital Home for the Brand Known As Napa Valley’s Birthplace
Posted in — Dec 16, 2016
Established in 1861, Charles Krug is Napa Valley’s oldest winery, and a cultural institution. Under the guidance of the Mondavi Family since 1943, Charles Krug strikes a balance between legacy and innovation. Their new FINE site re-contextualizes this pioneering wine brand while preserving its storied heritage.
The new website draws a parallel between preservation and modernization in the visual language, with design inspired by grand, established museums like The Met and Smithsonian. Products receive their own gallery-like treatment, presented like showpieces and then paired with signature innovations from Charles Krug’s past, adding a sense of timelessness to a rich history.
The site’s navigation is a unique feature—persistent and locked to the bottom—that playfully demonstrates Charles Krug’s identity as one of the original California "startups" and extends their legacy of innovation into the digital arena. At any screen size, the site experience tells a story of winery stewardship that spans Mondavi family generations, with a vision and consistency to evolve the brand into the future.