Minum Selections Branding & Website
Branding ∙ Naming ∙ Photography ∙ Print ∙ Social ∙ Strategy ∙ Web & Interactive Design
Minum Selections, based in Chicago, Illinois, stands as an importer and distributor specializing in natural wine and botanical spirits. Founded by Ben and his wife, Olen Amelia, this venture began as a portfolio company with a distinctive mission—to distribute sustainably produced wines and spirits from the US, Australia, Spain, France, Germany, and Italy exclusively within the state of Illinois. The essence of Minum Selections lies in presenting wines that evoke a profound connection to time and place, fostering an intimate link between consumers and the natural elements, as well as the compelling narratives of the dedicated winemakers behind each product.
The inception of Minum Selections in 2018 marked the commencement of a remarkable journey. Starting with just two producers in their portfolio, they successfully navigated the complex landscape of the wine and spirits industry. By the time they sold the company in 2023, Minum Selections had grown exponentially, boasting over 70 producers. Their reach extended to servicing hundreds of retail and restaurant accounts in Illinois. This growth trajectory was particularly notable given the challenges created by imposed tariffs and the disruptions introduced by the global pandemic within the logistics industry.
From 2018 to 2023, despite these obstacles, they managed to double their sales each year. Operating as a two-person company, they were not just distributors; they were the driving force behind every facet of the business. Their responsibilities spanned from initial business planning, LLC formation, and state and federal licensing to accounting, sales, state compliance, city and county taxes, inventory management, purchasing, growth planning, staff training, logistics, and marketing. Their hands-on approach encompassed all aspects, creating a narrative of resilience, innovation, and success in the competitive world of wine and spirits distribution.
The term "Minum" serves as a visual embodiment of the products we curated—those crafted with minimal intervention in both the cultivation and production phases. Crafting a distinctive logotype was imperative, one possessing the flexibility and legibility required for a diverse range of applications, spanning from back wine labels to collaborations with our valued producers. Our color palette drew inspiration from the myriad hues found in the wine spectrum, yet we meticulously refined it into a vibrant and dynamic system. This carefully curated palette extends its influence across print, social, and marketing channels, enabling us to stand out distinctly within the competitive landscape and assert our unique identity.
Operating as a two-person team demanded a strategic and efficient approach to time management, and one pivotal tool we devised to facilitate our growth was our website. Crafted and developed by the two of us, Minumselections.com functioned as a dual-purpose platform—internally supporting our operations and externally serving as a tool for our retail and restaurant partners. This comprehensive online resource empowered their teams to effortlessly access all the pertinent product information and visuals they required, spanning our various winemakers and vintages. Our website provided intricate details, delving into factors such as soil type, sun exposure, and sulfur content.
The client portal, an integral feature, offered real-time inventory updates, technical sheets, and in-store marketing materials, ensuring seamless collaboration with our partners. Furthermore, our website served as an effective communication channel, allowing us to keep our clients abreast of the latest developments. Through an integrated system, we transformed news articles and press releases into email blasts and social media posts, ensuring that our valued clients and consumers remained informed about new and upcoming product releases. In essence, our website became a dynamic hub, streamlining internal processes and fostering transparent and efficient communication with our clients.
Multiple orientations allows for maximum flexibility and legibility across large and small sizes.
MinumSelections.com works as an internal and external tool for our accounts—giving them access to all the information they need about each producer and wine.
The homepage showcases the latest releases and provides users with pathways to access real-time inventory updates and discover more about emerging producers.
Wine buyers can filter buy producer, country, region, and style to narrow down what they are looking for.
Every producer page is filled with details from viticulture to vineyard size as well location.
Producer pages provide detailed information about the location and backstory of each producer. Each page is rich with imagery, serving as a valuable tool for wine buyers to effectively convey the producer's narrative and showcase their wines to consumers.
Product detail pages capture intricate details, delving into factors such as soil type, sun exposure, and sulfur content as well as talking points for sales.
The client portal, an integral feature, offered real-time inventory updates, technical sheets, and in-store marketing materials.
Our social posts highlight food pairings from our vendors through beautiful lifestyle photography.
Lifestyle photography on social allows us to capture the emotional qualities of wine.
Staff training materials
Business cards printed in three colors on a risograph printer.
For opening those crown tops ;)
Sales materials including tech sheets, winemaker bios, and price book.
Every case of wine that's delivered is sealed with our signature tape.
Back labels include everything you would want to know about each wine.