DEVIL'S LAIR Design & Branding DEVIL'S LAIR WEBSITE by DDB Melbourne

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Industry Wine & Champagne, Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency DDB Melbourne
Director Chris Sferraza
Executive Creative Director Grant Rutherford
Digital Creative Director Nick Cummins
Editor Damian Dunne
Released April 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: FOSTER'S GROUP
Date of First Appearance: Apr 29 2010 12:00AM
Entry URL:
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Digital Creative Director: Nick Cummins (DDB Group Melbourne)
Senior Copywriter: Andre Hull (DDB Group Melbourne)
Senior Art Director: Lee Sunter (DDB Group Melbourne)
Digital Head of Art: Jonathan Yuen (DDB Group Melbourne)
Senior Flash Designer: Will Dady (DDB Group Melbourne)
Digital Producer: Brianna Nunn (DDB Group Melbourne)
Paper Engineer: Stuart McLachlan (Jacky Winter Group)
Director: Chris Sferraza (Freelance)
Head of TV: Julie Rutherford (DDB Group Melbourne)
Editor: Damian Dunne (DDB Group Melbourne)
Account Director: Justin Arnold (DDB Group Melbourne)
Account Manager: Oliver Wearne (DDB Group Melbourne)
Art Buyer: Lee Harrington (DDB Group Melbourne)
Media placement: Website - Online - 29 April 2010 - Ongoing

Describe the challenges and key objectives
The website had two purposes, firstly to convey a large amount detailed information about the product, some of this is quite technical and dry, secondly the site needed to convey that Devil's Lair was premium brand that is meticulously crafted from a unique environment. The wine does no real brand advertising, so the website would act as the main consumer experience. We needed to create a site that was not only engaging, but functional.

Describe the brief from the client
Devil’s Lair is a handcrafted, exceptionally good wine from Western Australia. The estate is located near a cave where the fossilised remains of a Tasmanian Tiger were found, along with an extra (5th) leg. Under a new chief winemaker the Devil's Lair brand had gone through a renaissance, reinvigorating its tastes, textures and image. However its old website was past it’s best, it needed a drastic makeover, something more in keeping with such an enigmatic brand.

Describe how you arrived at the final design
The wine's 'Tasmanian Tiger' was the inspiration for the site's design. We wanted to capture the enigmatic environment of the Devil's Lair. To reflect the handcrafted nature of the wine, we used handcrafted techniques. A paper engineer was used to painstakingly build sets that replicated the wines environment. An eerie musical score was created to add intrigue. The interface was designed around story chapters, feeling more like a DVD menu so consumers felt immersed in our world. Visitors have the option to read the story - giving more detailed information, or have it narrated to them in a shorter form.

Give some indication of how successful the outcome was in the market
Since going live the site has been a huge internal success, it gives the trade a compelling brand story as well acting as a sales tool to potential buyers. Due to the internal and trade success the client is also planning to launch a consumer focused print campaign that pushes the site. This is a key success for a brand that until now had never really advertised its brand.