With the launch of a new entry-level Chardonnay and a desire to broaden the audience without compromising the brand’s identity, the website needed to shift from a manual ordering structure to a true ecommerce platform. It had to support growth while still feeling unmistakably Patrick Sullivan.

The brief was to migrate from WordPress to Shopify and build a website that improved both the customer experience and internal efficiency.

Customers needed a clearer, more intuitive way to purchase. The team needed stronger backend control. The site needed to integrate cleanly with marketing and analytics tools, and enable smoother internal operations.

At the same time, the brand’s distinctive, whimsical identity had to remain intact. A fully custom build wasn’t necessary. But a purely templated solution would have risked flattening the brand.

The solution needed to be thoughtful, practical and commercially sound.

We took a blended approach.

Rather than designing every page from scratch, we focused custom design effort on the homepage. This ensured the first impression felt refined and premium, while expressing Patrick Sullivan’s brand clearly and confidently.

The homepage was structured to:

• Introduce Patrick Sullivan’s strong visual identity
• Spotlight the new entry-level Chardonnay
• Present the broader range
• Share the brand story
• Encourage newsletter sign-ups

From there, our developer extended that design system across Shopify through thoughtful theme development. Typography, button styling, colour usage and layout logic were rolled out consistently across the site.

This approach allowed us to deliver custom-designed brand moments where they mattered most, without the time and cost of building a fully bespoke website.

It’s a model that works particularly well for wineries who care deeply about how they present themselves, but also need commercial functionality behind the scenes.

• Redesign and replatforming from WordPress to Shopify
• Homepage custom design
• Product and order migration
• Analytics and marketing integrations

The new Shopify site makes buying simpler and running the business easier.

Customers can now purchase directly, without navigating allocation lists or manual forms. The path to purchase is clearer and more intuitive.

For the internal team, product management and order handling have been significantly streamlined.

The migration also strengthened analytics and marketing integration. The new platform supported the EDM campaign for the launch of the entry-level Chardonnay and enabled Google paid media campaigns delivered by Brunch over the Christmas period.

Most importantly, the site is now built for growth. It supports both scarcity-driven limited releases and broader product launches, integrates cleanly with marketing tools and provides the flexibility to evolve without rebuilding the foundations each time strategy shifts.