XXL

Helping XXL Wines Build a Digital Experience as Bold as the Brand

XXL Wines had a bold product and a strong personality, but the website did not fully reflect the energy of the brand or make product discovery easy. We redesigned the experience to give XXL a more modern digital home, make the brand easier to explore, and help more first-time visitors engage with the products.

Research & Discovery
Brand Strategy & Identity
Web Design
Web Development

A redesigned website that helped more new visitors discover the brand

Total users in the first year after launch
39,039
New users reached
38,857
Engagement rate
50%

XXL “Mix it up” cocktail recipes page in a browser

Smiling man sitting in a studio with a bottle of XXL

Hand holding a phone with the XXL page “Know your drink”

The brand had personality. The website did not show enough of it.

Dated digital experience: The website did not match the bold, social energy of the brand.
Harder product discovery: Visitors needed a simpler way to explore flavors, products, and brand content.
Limited engagement: The site was not doing enough to keep users interested once they arrived.
Mobile expectations: The experience needed to feel easier and more natural for people discovering the brand on their phones.

Make the brand easier to find, explore, and remember.

We rebuilt the site around product discovery and brand personality. The new experience used a clearer structure, stronger visuals, and a more engaging mobile-friendly flow so visitors could quickly understand the brand, explore the wines, and connect with XXL’s bold, playful identity.

XXL pages: “More intense. More fun. Must be XXL wines.” and “Be the first to try”

A stronger digital home for brand discovery

In the first year after launch, XXL reached 39,039 total users, including 38,857 new users. The site also achieved a 50.36% engagement rate, showing that visitors were not just landing on the site, but interacting with the experience. For a consumer brand built around personality and product discovery, that matters. The new site gave XXL a clearer place to introduce the brand, showcase its products, and turn first-time interest into deeper engagement.

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