ABOUT

Challenge

Black Tower is the number one wine brand from Germany. Following a rebrand to target a younger, more carefree audience, but not alienate their existing fans who skew slightly older, they wanted to showcase their portfolio of wines in their best light, with supporting content to bring Black Tower to life and help customers reappraise their wines. Their current website was broken and didn’t create impact or help with the brand message.

Solution


Black Tower wine partnered with SMACK to launch a new website as part of the company’s first brand refresh campaign in 5 years. The dynamic website takes the new brand look and feel, created by YESMORE agency, and brings it to life with bold descriptions, fresh block colours and sharp imagery, whilst micro-animations tie everything together to inspire curiosity and encourage consumers, as well as off and on-trade customers, to delve into the range of Black Tower wines.

Visitors to the new-look Black Tower website are able to see the latest updates and virtual events in the site’s news section, follow the brand’s Instagram posts and browse through the range of wines, clicking on individual bottles or boxes to find out more via video guides from the experts, tasting notes and cocktail recipes. We helped Black Tower to make a place for themselves in an increasingly digital world and ensure their name is front of mind for consumers.

Light animation to create curiosity.

Animation has been employed through the site to make the website more engaging and to draw the user in. It has been used to enhance the product and keep in line with the friendly nature of the brand.

"The new website gives us scope for engaging with our audiences and brilliantly communicates the personality behind the brand. We have been impressed with SMACK’s expertise in bringing our vision to life and making the hard work seem effortless"
Esther Schumacher - Brand Manager Black Tower

Strong website strategy to bring the personality of the brand through.

We created a 4 point website strategy to help us align all aspects of the site and highlight the brand personality. We focused on being audience centric, showing off the new branding, highlighting the product and making users desire the brand.