If Napa Valley had a Bigfoot legend, David Abreu might be it. You'd think being third generation in a town that size, most people would know who you are and what you do. Not Abreu.
Abreu wine is luxury, it might even define the category. Elusive, impossible to acquire, flawless ratings, and a hefty price tag. The thing that sets Abreu Vineyards apart from other brands in the tier is their absolute down-to-earth personality and DIY attitude. The winemaker is a self-taught chef turned winemaker who does things his own way, trusting his instincts before traditional methods.
When designing the website, it was imperative to keep the elusive, humble spirit of the team in tact. Abreu has never advertised or marketed their product, and they wanted to keep it that way. So the strategy was to "Show not Tell." Don't try to sell, just let the images of vineyards and the people do the work—a picture is worth a thousand words, right. Work completed while at Alta.co. All photography done by Matt Morris.
Clicking on the Menu gives you the option to view the Vineyards or Stories—all of which are photo essays that align with the "show not tell" strategy. Clicking on the image automatically scrolls to the next.
Below each Photo Essay is a paragraph about that particular story. By putting the text below the images, the elusive, humble spirit of the brand is pushed further. They are not trying to boast or brag and allowing the visuals to tell most of the story allows the viewer to connect in their own way with the photographs before reading what it is that they're seeing.
The website is fully responsive to accommodate tablet and mobile screens.