Sell it like the shop does.
What the owners wanted the site to carry over from the counter.
Marrow’s two owners sell around 300 low-intervention wines from a narrow shop in Porto. In person they never mention grape varieties first; they ask what you’re cooking. The old site was a default theme with a filter sidebar and no voice at all.
The goal: bring the counter conversation online, and make the monthly wine club the obvious next step.
Shop by moment
Browse by dinner, picnic or gift before region or grape.
A voice on every bottle
A short tasting note in the owners’ words on each product.
Wine club up front
Subscriptions explained in one scroll, joined in two taps.
From filters to stories.
Drag to compare the old catalogue with the new shop front.
Every bottle got a sentence before it got a price. Filters are still there, tucked behind a single button.
Write first, design second.
The copy came before the layouts, and the layouts followed it.
We spent the first two weeks recording the owners talking about wine and turning it into short notes. The layout came from the copy: a wide editorial grid, one bottle per row, and a deep wine-red that’s used sparingly for prices and calls to action.
Framer runs the stories and the club pages; Shopify handles stock and checkout behind the scenes, so the owners update everything from one place.
Collections named after occasions, each opening with a short note from the owners.
Product pages lead with the tasting note; the price and the add-to-cart button sit right beside it.
What it adds up to.
Shopify and Framer Analytics, first 90 days after launch.
Online orders now make up a third of Marrow’s revenue, and the wine club filled its first allocation within a month. The owners rewrite one tasting note a week themselves, without asking for help.
“People email us to say the website sounds exactly like the shop.”
Co-owner · Marrow Wine Co.
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