A wine delivery service making wine easy and fun
with transparent pricing and clear terms.





9 Weeks
Art Direction, Brand Identity, UX Research, Personas, Layout
Figma, Illustrator, Photoshop, InDesign
Susannah Ellis
Anastasiia Gulimonova

problem to solve

How to create a wine subscription service for people who are overwhelmed and intimidated by the prospect of choosing a bottle of wine?

Can we create an engaging and fun way to purchase wine for people that don't know anything about wine?


Create a brand built on non-comformity. Build a strong community where drinking wine is just another way to break with the status quo.

Make the online buying experience easy and entertaining.

our breakthrough moment

Center the brand around a founder, an ex musician from Seattle, who in his travels discovered and learned everything about wine.

This solves for relatability, tone of voice and aesthetics. With this founder at the center everything came into clear focus.

mood board

user personas


With our onboarding questionnaire we find out about our customers preferences in taste. We offer suggestions based on the answers to local centric questions such as " Do you prefer Jazz Alley or The Crocodile?"

the unboxing process

For the unboxing process we included a magazine to surprise and delight the customer.

The magazine creates a sense of community and redefines what a wine drinker is like.

marketing and
social stategy

Flight Club Rules

no snobbery
no meaningless terms
no judgement
local, fun and accessible
transparent prices and clear terms
and seriously, no snobbery