Wine subscription clubs have become increasingly popular. So why do they still mimic older mental models? Many online wine subscriptions require lengthy onboarding surveys and obligate members to purchase large amounts of wine regularly. They also tend to assume a high level of wine knowledge and require a time commitment when it comes to selecting wines from their catalogues. How might a wine subscription service offer a more convenient service for wine drinkers, while simplifying the process? How might a wine subscription provide a personalized luxury experience?
Pour Moi is a subscription-based wine club that offers flexible membership options for discovering top rated wines. Each package contains four flight-inspired, single-serve portions of wine in custom 8 oz bottles. The member explores wine by the glass, until they find what’s right for them. Each box also includes a gift aimed at creating a personalized moment of luxury. The experience is entirely customizable within a fast and friendly mobile app that allows the user to control the delivery frequency and to purchase full-sized bottles.
The mobile experience is meant to integrate seamlessly into the process. A fun, accessible way to update your monthly order, this mobile app is directly responsible for your access to personal information distributes throughout the application.
To determine the target market demographics, the team conducted a survey of over 100 participants. The survey focused on currently purchasing preferences and attitudes as well as personal demographics. Participant age ranged from 25-37, and included young professionals with moderately expendable incomes. A majority of respondents had some baseline knowledge of wine, but didn’t consider themselves to be experts. They overwhelmingly reported feeling intimidated when purchasing wine. According to the survey, they spent more time and effort in choosing wine intended as a gift than they did for their own consumption. We constructed personas based in the results of our survey and target market research
The aesthetic of Pour Moi is rooted in brand archetypes. By marrying the luxurious characteristics of “the Lover” with the bold authenticity of “the Explorer,” flowing type combined with natural textures to create a brand that feels sensual, rustic, adventurous, passionate, and authentic.
Pour Moi is subscription wine club that will treat your senses, so often overburdened these days. Each package comes with 3-6 “flight inspired” single-serve portions of our top-rated wine. We also include a bespoke gift aimed at creating a personalized moment for you with every box. We partner with local artists to create unique labels; your box will include signed prints inspired by the wine and themed local gifts. Pour Moi is the perfect opportunity to spoil yourself the way you like to spoil others.
Combining a sans serif with a script typeface created an elegant solution that features references to the lover and explorer brand archetypes. Pour Moi is all about spoiling yourself. "Moi" evokes luxury with a flowing, personal hand-written style.
The packaging needed to feel as unique as the rest of the experience. Other 4-8 oz bottle shapes lacked the same interest or just felt a little too scientific for Pour Moi’s branding. This bottle shape is stable, striking, and almost gives the customer the sense that they are consuming a potion or a magical elixir. Its compact nature also fits nicely in the box, making it ideal for shipping.
The website is clean and modern. Ease of use is paramount to providing a pleasant experience for the user. The service begins with a simple onboarding quiz to determine the user's "Winotype," which predicts what types of wines they will most enjoy based on other tastes in foods such as coffee, chocolate, and even mushrooms!
Pour Moi is the perfect opportunity to explore the wine world on your terms. By removing the downsides of traditional wine clubs and increasing accessibility, we have created a way to purchase wine in smaller amounts that makes the process feel decadent. Branded gifts add to the luxurious feeling.
