Covet Pass
0-1 product for a heritage brand
Consumer product, SaaS backend, data integrations, interactive maps, location-based commerce, brand & storytelling, content & CMS
We were invited to help reinvent wine tasting discovery from the ground up. Covet Pass, an innovative product for a heritage wine travel and lifestyle company, is a first-of-its-kind annual wine pass that unlocks access to free wine tastings and travel, shopping, and experience perks in select wine regions globally.
Opportunity
The number of wineries and wine tasting costs have exploded in the last decade. Finding wineries and allocating budget can be daunting and stressful for potential visitors. Covet Pass serves a market opportunity to take the guesswork and endless research out of wine tasting, bringing back the wonder and thrill of discovery through technology and curation.
Wineries in Napa
and Sonoma
800
Average regional wine tasting cost per person
$35-$75
Solution
Working from the ground up, we helped Covet Pass go from 0-1, launching with five regions across the western USA and Mexico. We crafted Covet Pass’ brand and story with fresh yet earthy colors evocative of sharing wine outside at sunset, modern letter forms which hint at adventure, and organic shapes, appealing to a younger, urban demographic. Built from day one for growth, we devised an extensible modular design system powered by a headless CMS. For partner wineries, we built a tablet-based check-in system to track visitors, allowing us to add to a larger portrait of each member’s preferences and actions over time.
Highlight
Discovery tools include data-driven, custom interactive maps with UI optimized for full-screen desktop and gesture-based mobile user needs.
