A Force of Nature

Through our immersive, brand strategy process, we looked beyond the label and into the soul of Rabble’s distinct approach to winemaking. Located in the heart of rugged Paso Robles, CA, Rabble is a winery that seeks to harness and bottle nature, not battle it. Their practice is innovative, but their philosophy is firmly rooted in nature. 

The result is a portfolio of wines that reflect the true character of their native land–every acre, and every season. Like their wines, the Rabble brand is adaptive, vivacious and made for people who relish and live in the moment.

To better tell their story and broaden Rabble’s audience beyond the brick and mortar, we needed to create a sensorial experience in a digital space. We accomplished this through a completely reimagined user experience, a new art direction that brought the winery location to life, and fresh messaging to showcase the process behind the product.  

Elements of the brand that made them well-known—the beloved wine labels, and romantic ambiance—were preserved, but also bolstered by lifestyle and nature photography to round out the full Rabble Wine experience — one that is uniquely tied to the land and always shared in celebration with others.

The website first and foremost needed to improve conversion rate and make it easier for consumers to shop. We streamlined the UX using modern practices through Shopify without sacrificing the unique story-telling.