Use natural light, useful copy, and visible material. Avoid sepia theatre.
Halves / production system / 0.2
A system for selling half bottles.
Warm, specific, and useful. The logo carries the eccentricity; the interface helps people understand the wine and make a case.
- Status
- Working baseline
- Updated
- 21 Aug 2026
- Breakpoints
- 580 / 900 px
Direction
Four tensions guide decisions without prescribing one layout.
Name the producer, vintage, timing, and price. Skip tasting-room performance.
Let information sit close together. Whitespace should separate ideas, not imply luxury.
Humanity comes from photography, phrasing, and irregular composition—not a script font.
The logo is artwork.
Do not recreate, retype, stretch, outline, or place it over noisy photography. Keep at least one icon-width of clear space.
Colour
Usage is proportional. Red identifies action and brand moments; it is not a section background.
Paper#F6EDDB · 82%
Ink#231F1A · 14%
Halves red#C9432D · 4%
Paper light
#FFF9EELine
#C8BDAASecondary ink
#625A50Red wine
#713336White wine
#CBB35CTypography
Two families. The condensed character belongs to the logo and small utility information, not every headline.
Good wine, opened for tonight.
Headlines, body copy, product names, and buttons · regular, italic, semibold375 ML · LOIRE · DROP 04
Navigation, labels, facts, status, timings, and measurements · medium, semiboldDisplay / 72–104The useful middle.Section / 44–68Four wines. You decide the dozen.Lead / 22–28The half sits between a glass and a bottle.Body / 17–18Readable copy stays under 68 characters per line and uses generous but not literary leading.Label / 12–14PRODUCER · VINTAGE · DISPATCHSpace + responsive
A compact rhythm with larger breaks only when the subject changes.
8
12
20
32
48
72
104
Desktop≥ 901 px
12-column compositions; sidebar system navigation; case rows remain horizontal.
Tablet581–900 px
Two-column storytelling; utility navigation may scroll; components keep full labels.
Phone≤ 580 px
One column; 16 px page gutters; 44 px controls; facts move beneath product names.
Imagery
Show the half bottle in use and at scale. Images should carry physical evidence, not generic wine atmosphere.
Do not use:
vineyard sunsets · raised glasses · loose grapes · black-background luxury shots · fake producer labels · full bottles cropped to look small
Actions + status
Primary actions are solid red with no fake print shadow. Labels describe the next step.
RedWhiteRoséSparklingCase open
Forms
Persistent labels, visible feedback, and native controls. Nothing floats or animates into place.
Wine + commerce
Components expose producer, place, vintage, allocation, timing, and case progress before asking for action.
J. de Villebois
Pouilly-Fumé
Loire, FranceSauvignon Blanc · 2024
white3 in case
The pallet closes
Producer allocations begin their trip to the United States.
Pouilly-Fumé
J. de Villebois · Loire · 2024
Flint first, then green citrus. Cold but not numbed. Written after the second glass, which is the useful glass.
Case builder · Drop 0412 of 12 selected
Case ceiling · $130J. de Villebois
Pouilly-Fumé
Loire, FranceSauvignon Blanc · 2024
whiteChâteau Peyrabon
Haut-Médoc
Bordeaux, FranceCabernet blend · 2019
redDomaine de la Janasse
Côtes-du-Rhône
Rhône, FranceGrenache blend · 2022
redG.D. Vajra
Langhe Nebbiolo
Piedmont, ItalyNebbiolo · 2023
redSource files
Every linked file is the implementation used by this site.