A curated wine experience like no other

Sector: Hospitality

Client: Sophia Wine Culture

Expertise: Solutions design, copywriting, UX, UI design

A curated wine experience like no other

Sophia Wine Culture is more than just a members’ club – it’s a movement. Bringing together world-class vignerons and passionate connoisseurs, it offers access to rare and exceptional wines, exclusive experiences, and a vibrant community of like-minded enthusiasts.

But Sophia Wine Culture so much more. It provides a platform for like-minds to connect and enjoy the world of wine, together.

Strategic approach

Traditional wine societies can feel exclusive in the wrong way – formal, rigid, and outdated. Sophia Wine Culture was founded to challenge that, offering contemporary, immersive online and offline experiences. Members enjoy a ‘home away from home’ in the heart of Sydney, plus curated wine experiences.

For those seeking more, membership unlocks exclusive access to unforgettable wine journeys – like an intimate stay at Château Malartic-Lagravière in Bordeaux. Think five-star accommodation, Michelin-starred dining, and a private tour of one of France’s most storied estates.

We collaborated with Sophia Wine Culture to create the online experience, bringing editorial content and events to members.

Crafting a premium digital experience

We began by designing a membership and subscription-based solution on the HubSpot enterprise platform, allowing seamless management of memberships, event registration, and personalised content – all in one place.

Our approach to the solution was editorial-first. Every template was meticulously wireframed to ensure an intuitive user journey that felt as premium online as it does in person. The platform was designed to facilitate conversations, encourage discovery, and elevate the experience of wine appreciation beyond traditional boundaries.

This technical, user-centred approach was a strong differentiating factor that we could leverage into an ownable competitive position – one that centered on the many different contexts of conversations and connecting members both online and offline.

A visual identity rooted in elegance

We partnered with award-winning wine and packaging specialist Clay Andrews who developed the foundational elements of the elegant brand design.

We knew that Sophia Wine Culture’s digital presence had to embody sophistication without pretension. Refined typography was designed to balance tradition with modernity. Curated photography was used to immerse members in the world of fine wine and a sophisticated colour palette helped convey status and exclusivity.

By keeping the design pared back yet polished, we crafted a strong, recognisable identity that feels as premium as the club itself.

Sophia Wine Culture is a place to gain access to the inaccessible, to discover rare trends and to celebrate the old world of wine and champion new world mavericks.

A curated wine experience like no other – Better Known