In 1989, Arturo Keller stood on 650 acres of California hillside and made a decision to start again. He'd built a thriving manufacturing business in Mexico City, supplying seats to major car companies. But here, he wanted something different. Not steel and leather. Soil and vine.

He planted Chardonnay in the Petaluma Gap, and over the years that followed, built something that was never really just about wine.

Every bottle carries a Spanish name, chosen by Arturo to celebrate his heritage. Every label features original artwork by family member Grace Keller. The hospitality is warm and unhurried, shaped by Mexican culture: bold flavours, generous tables, and the belief that wine belongs alongside food and family.

By 2017, the Petaluma Gap had earned recognition as an official American Viticultural Area. It was a milestone that Ana Keller, Arturo's daughter, had worked toward from within the winery since joining in 1998. Today, Ana leads the estate with the same spirit her father brought from Mexico City. Determined. Proud of where they come from. Focused on what they're building next.

That shift in leadership marked a natural turning point for the brand. The estate was ready to grow, the audience was expanding, and the digital presence needed to catch up.

But once the team began working through the brand assets and spent time in conversation with the client, it became clear that something more considered was needed.

The existing assets were limited. The visual identity had drifted from where the brand was heading. And with Ana now steering the estate toward a new audience and a new era, a website refresh on its own wouldn't be enough to get there.

The real brief became a brand refresh and a full digital rebuild.

Commercially, the goals were straightforward: drive more visitation and bookings, grow DTC wine sales, strengthen the wine club, and build a platform that could genuinely support the estate's long-term ambitions.

Rather than starting from scratch, the team worked with what already existed, building on the identity Arturo had created and refining it for where the estate is heading.

The coat of arms had previously been the centrepiece of the logo. The team found a way to carry it forward more subtly, repositioning it as a secondary brand element that still honours its history without defining the whole identity. New typography was introduced to complement the brand's evolving direction. Additional colours were selected to give the palette more range. A photography moodboard was developed to guide how the estate would be captured going forward. And a full visual language direction was created, showing how the brand could live across marketing, social and future collateral.

This wasn't a rebrand for rebrand's sake. It was a careful, considered evolution. One that respects the family's history while giving Ana the tools to take Keller somewhere new.

With the brand foundation in place, the team designed and built the new website on Shopify, migrating from WineDirect and using the transition as a chance to rethink how the whole digital experience worked.

The warmth of the estate comes through clearly from the first visit: the food pairings, Grace's art on every label, the Spanish names Arturo chose to honour his heritage, the views across the Petaluma Gap. It's not a generic winery website. It's a specific place, with a specific story, made for guests who want to feel that before they even arrive.

The visitor journey is smoother too. Whether someone is discovering the estate for the first time, planning a tasting, or thinking about joining the wine club, the path forward is clear and easy without losing the warmth that makes Keller what it is.

Commercially, the platform is working harder. DTC capability is stronger. Wine club, loyalty and bookings are integrated. And the team has much greater visibility and control over the business, day to day.

For a winery at this point in its story, transitioning between generations, entering new markets and working toward organic certification, having a digital foundation that genuinely supports growth is essential.

Keller Estate is ready for what's next. The website is too.