animating a brand online

This assignment gave our crew the opportunity to transform design assets the Bell marketing team was developing specifically for The Scoundrel – designs not tied to Bell’s existing visual identity – into a unique website that embodied The Scoundrel’s more provocative personality in an entirely brand appropriate way. The storyline behind The Scoundrel brand was packed with playfulness, and surprise and spontaneity, which needed to infuse the website’s design as well as its user experience.

Our team created a new “microsite” to take customers through The Scoundrel’s narrative, while inviting them to explore the wine and purchase bottles through the same eCellar ecommerce platform that supports Bell Wine Cellars’ parent website.

Our designers started with the static creative assets prepared for The Scoundrel’s wine label, which featured a spokesperson with a fox’s head attached to a man’s body, dressed in a tweedy three-piece suit. We worked with our developers to animate The Scoundrel “spokes-fox” and have him lead microsite visitors into the woods and through key talking points that highlight the red blend’s origins and tasting notes.

We extended the animation throughout the microsite, creating a series of call-to-action elements, such as popping corks, spinning bottles, and flying email icons, that site visitors could click to dive deeper into The Scoundrel’s tale, while watching the tail of the wine’s foxy namesake traverse to and fro, as a shadowy background presence.

Following the clues (and clicks), visitors quickly find themselves at the microsite’s online storefront, where they can claim a few bottles for their collection or next dinner party.