Applejack Wine and Spirits has been a Colorado staple for more than 50 years. As the largest volume alcohol retailer in the country, Applejack is the premium shopping experience for wine, beer and spirits.
Although they have a loyal customer base, Applejack needed to increase frequency and basket size, and attract new customers in order to meet the aggressive growth goals. So Cactus got to work updating its brand including a new logo as well as the look, feel and voice of its creative asset, in order to attract new audiences. Cactus created a new brand platform focusing on celebrations, simple moments, and every occasion in between. The new brand was applied to all online and offline consumer touch points and has transformed the Applejack experience.

As the UX/UI Designer on the project, creating an effective homepage was challenging. Additionally, since the brand had thousands of products in multiple categories, the design had to effectively showcase the products without being too overwhelming. Applejack’s new website is now all geared up to attract a younger, more loyal customer base, while continuing to drive sales and increase traffic.

Role: UX/UI Design / Art Direction
Agency: Cactus
Creative Director: Norm Shearer
UX + Technology Director: Andrew Baker