Brand website and e-commerce redesign for a prestigious champagne house
WMH Project supports an independent champagne house in the full redesign of its brand website and online store. The goal: strengthen brand equity, amplify user experience and embed AI to drive performance and personalisation, while giving in-house teams full editorial autonomy.
Why redesign a luxury brand website today?
A champagne house among the last independents on its market operates in a demanding environment: competition from large groups, evolving consumer expectations, environmental challenges and an uncertain geopolitical context. In this setting, the brand website becomes a strategic asset. The mission entrusted to WMH Project: consolidate the fundamentals, assert the house's exclusive and timeless character, and project a love-brand image toward a clientele passionate about luxury.
How do you amplify the user experience?
The graphic stance rests on four intentions: pared-back, precious, singular, proprietary. Navigation becomes immersive and consistent, with engaging storytelling that lets visitors make the house's universe their own. Visit experiences are designed around the estate: narrative scrolling, 360-degree viewpoints, a drone video loop, binaural sound in the cellars. Illustration stages people, gestures and materials to evoke sensations.
What technical and SEO architecture?
The chosen foundation pairs WordPress and WooCommerce for flexibility and the autonomy of non-technical teams, complemented by a premium SEO suite. The site migration is secured: controlled content transfer, 301 redirects to preserve organic traffic, then ongoing monitoring and optimisation after launch. A responsive architecture and fast loading times serve both natural referencing and conversion.
How does AI serve performance and experience?
Three uses structure the integration of artificial intelligence. An automated weekly report summarises traffic, segments visitors, identifies friction points and issues recommendations, cross-referencing analytics and CRM. Fixed and animated image creation enriches content, notably by animating packshots. Finally, a multilingual conversational assistant guides on cuvees, the house's history and food-and-wine pairings, showcasing oenological expertise.
What co-construction method?
The project unfolds in stages: scoping workshop, journey structuring in FigJam, UI/UX design and prototyping in Figma with progressive validation, bespoke development, content integration, store configuration and testing. The approach continues with back-office training, a three-month audit and quarterly adjustment meetings, ensuring lasting team autonomy.
Signed WMH Project — We Make It Happen.
FAQ
Which CMS for an autonomous luxury store?
WordPress paired with WooCommerce gives flexibility and autonomy to non-technical teams, with a premium SEO suite for visibility and a responsive architecture for performance.
How to avoid losing rankings during a redesign?
Content transfer is controlled, 301 redirects preserve organic traffic, and SEO performance is monitored and optimised after launch.
How does AI improve a brand website?
Three uses: automated weekly reporting, fixed and animated image creation, and a multilingual conversational assistant for advice and food-and-wine pairings.
How is in-house team autonomy ensured?
Personalised back-office training, a three-month audit and quarterly adjustment meetings ensure lasting mastery of the tool.