Revisiting a 2011 vineyard website redesign through a more atmospheric and visually refined lens.
Carmelita is a redesign concept revisiting a website originally designed and built in 2011 for a family-owned vineyard based in Argentina. The original site was developed using Concrete5, giving the client the flexibility to manage and update content independently while maintaining the character and identity of the brand online.
More than a decade later, the project became an opportunity to revisit the original design with a fresh perspective — exploring how the experience could evolve while still preserving the atmosphere and familiarity of the original website that remains live today.
Rather than completely reinventing the brand, the redesign focuses on refinement, presentation, and creating a stronger visual impact inspired by the personality and heritage of the vineyard itself.
The visual direction was designed to retain the warmth and authenticity of the original site while introducing a bolder and more immersive presentation. Rich imagery, deeper contrast, and more expressive typography help reinforce the atmosphere associated with the vineyard and its range of wines.
The redesign carefully balances heritage with a more contemporary visual approach, allowing the identity to feel updated without losing the character that made the original site recognisable.
The updated website experience focuses on creating a more visually engaging journey through the brand, using larger imagery, stronger typography, and a more confident use of colour throughout the layouts.
While the original structure and spirit of the 2011 design remain visible, the refreshed approach introduces improved hierarchy, spacing, and presentation to better reflect current web standards and user expectations.
The project became less about replacing the original website and more about exploring how an existing digital identity can evolve over time while still respecting its original personality and purpose.
Revisiting Carmelita offered a chance to reflect on how both design trends and personal creative approaches have evolved over the past fifteen years.
By keeping the foundations of the original experience intact while reworking the visual presentation, the redesign became a balance between nostalgia, refinement, and contemporary digital storytelling.
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