Silver Oak Wines

Since 1972, Silver Oak has crafted wines that celebrate life's most meaningful moments. In 2025, I led product design on a full brand and digital redesign — rethinking the visual identity, ecommerce experience, and loyalty ecosystem to create something as refined as the wines themselves.

The Challenge
Silver Oak's digital presence didn't reflect the sophistication of the brand. The design needed to honor over 50 years of heritage while feeling modern, expansive, and inviting to a broader audience — all within a compressed timeline and across a complex ecosystem of commerce, subscriptions, and loyalty.

The Strategy
Every design decision was guided by one principle: loyalty is the feeling of being remembered. Through end-to-end experience mapping and close collaboration with the brand team, I shaped a unified vision — one where visual identity, interaction design, and program architecture all reinforce the same emotional narrative.

The Solution
I led the brand redesign and full visual execution across the digital experience. This included establishing a refined design language — typography, color, photography direction, and UI patterns — that elevated the brand while keeping it warm and approachable. At the center is The Oak Society, a reimagined loyalty program designed to feel earned, not transactional. Subscriptions, rewards, and event access are woven into a single seamless journey. Every screen, from PDP to checkout to account dashboard, was crafted to feel effortless, intentional, and unmistakably Silver Oak.

The Results
The redesign delivered measurable impact across the board: a 65% increase in gross sales, 121% increase in conversion rate, 12% decrease in bounce rate, and 21% increase in on-site sessions. A digital presence that finally matches the caliber of what's in the bottle.