Winederful was a boutique wine distributor in Shanghai, with a specialty in importing smaller wine and spirit brands into China. In order to reach new customers and expand their market, they thought it was necessary to develop a platform to educate Chinese consumers on different wine varieties, as well as share new and unique pairings with a greater connection to Chinese food and culture. Thus Winederful wanted to move wine away from its traditional image as only being enjoyed at special occasions or with western-fair. Winederful also required new, elegant and web-ready logo design, visual identity, and packaging design.