THE CONTEXT —

Founded by Cameron Diaz and Katherine Power on a simple and radical idea of wine with nothing to hide, Avaline has grown into one of the most recognizable modern wine brands in the U.S.

With the brand taking off in retail, Avaline tapped Pattern to redesign and rebuild their DTC site from the ground up, transforming it into a subscription and loyalty powerhouse driven by ultra-smart bundling and seamless discovery UX that guides customers through the journey from vine to bottle.

WHAT WE DID  —

Analytics and Data Insights
Information Architecture
UX Design
Visual & UI Design
Motion Design
Custom Subscription Integration
Omnichannel & Retail Integration
Shopify Plus Development

TECHNOLOGY PLATFORMS  —

Shopify Plus
Shop Pay
ReCharge
Klaviyo
Attentive
Black Crow AI
Intelligems

THE ASK —

Operating a wine brand online in a regulated industry is difficult on the best of days. Pattern's engagement began with a deep strategy phase that included research across overall industry trends, customer profiles, top-converting DTC ads, and ecommerce data analytics and insights.

This strategic deep dive allowed us to narrow our overall focus on the two critical business pillars Avaline's DTC operation rests on: converting single-purchase trial customers into subscribers, and converting subscribers into long-term loyal customers via Avaline's Wine Club.

Getting someone to try a bottle is one singular moment in a long journey. But getting them to build a box of 12, commit to a recurring delivery schedule, and return season after season is ultimately what defines long-term success for Avaline's DTC business.

OUR APPROACH —

The most significant UX decision on the new Avaline site isn't a layout or a color. It's the word "box." Customers don't add to cart: instead they build a curated box that reflects their tastes, preferences, and how adventurous they feel in trying out new wines and seasonal selections. A real-time tracker, persistent across the box-builder, PDP and cart, shows progress as customers build toward the 6-bottle minimum purchase while showcasing the benefits of building out a 12-bottle Wine Club membership box. A quick flip of a toggle switch in cart converts a one-time order into a membership with long-term value for both Avaline and their customers.

The customer journey is organized into a few key pillars with image-rich dropdowns that extend the brand world into utility. Flavor profile filtering gives new customers a sensory entry point; varietal browsing gives repeat customers a direct path back to what they already know and love. CRO nudges fire off at every meaningful cart threshold and present to customers multiple options for how to complete their purchase or top their box off into a membership.

The entire shopping funnel is wrapped in the warmth and clarity of Avaline's brand promise, brought to life by rich content and storytelling moments that feature the ingredient transparency, winemaker provenance, and flavor notes that are the structural elements of every touchpoint.

BEHIND THE BUILD  —

In order to pull off the seamless interplay between curated wine box building, minimum order thresholds, free shipping, and membership conversion, we knew that we needed to approach the build from a completely different architectural standpoint.

Under the hood, the Avaline site is essentially a web app in Shopify Liquid form built on a foundation of extremely lightweight vanilla JS and Pattern's "Framework" theme. The subscription architecture runs on a 100% custom ReCharge JS SDK implementation: a purpose-built system that handles different subscription tiers, product-level subscription logic, bundle management, and the conversion of one-off orders into memberships via the cart.

Wine bottles are tall and narrow, which presented interesting challenges in shaping the product page experience. Vertical breakpoints sit alongside standard horizontal ones, conditionally serving a tall vertical product gallery at wider, taller screens and a 4:3 horizontal layout at shorter viewports. Every PDP gets a full-bleed wine bottle shot at every screen size, without any compromise in performance or load speed. It's the kind of detail that reads as effortless once you're on the site, but requires significant planning in both design and implementation to pull off correctly.

Intelligems powers A/B testing across the funnel. Black Crow AI drives predictive personalization. Klaviyo and Attentive handle the post-purchase relationship. Together, they give Avaline's team a full-stack CRO and retention toolkit built into the commerce layer from launch.

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