Five generations of wine tradition – and a new vision

140 years of tradition reinvented for today: With Anna and Oliver Fischer at the helm, Fischer Weine Sursee enters its fifth generation. To celebrate this new chapter, we’ve given the wine shop a fresh look that stays true to its storied past.

For over 140 years, Fischer Weine has stood for exceptional wines and a family legacy. At the beginning of 2024, Anna and Oliver Fischer officially took over the reins - the perfect opportunity for a gentle brand refresh. The aim? To preserve the soul of the brand while making it more modern and versatile.

The logo, colours and typography

The logo was given a subtle makeover: simplified details, refined linework and a tidied up icon that works across print and digital media. The changes are effective but understated - no need to change every sign or label.

The updated colour palette is inspired by the natural hues of grapes at different stages of ripeness, combining the primary colour with warm, earthy tones. The typography has also evolved, with a mix of serif and sans serif fonts creating a modern feel, while hand-drawn accents add warmth and personality.

Armed with these new design elements, we turned our attention to print. We created social media templates, mailings, brochures and a product catalogue, effortlessly translating the new design into the analogue world.

The UX design: Every path leads to the web shop

With 1,500 products, the web shop is the heart of Fischer Weine. Our goal was to create an inviting and clear user experience. During the UX phase, we analysed 16 page types and several user journeys to optimise the page structure.

Each content page tells a story - whether about producers, regions or grape varieties - while inviting users to explore the web shop. Navigation has been fine-tuned to achieve the perfect balance between variety and clarity, with filtering features that are both comprehensive and easy to use. We also made sure that content from the ERP system is seamlessly integrated into the site.

The UI design: Personal and to the point

The new UI design strikes a balance between personality and clarity. Large, striking images and well-organised content showcase the products, while the updated colour scheme provides guidance and highlights key elements.

The people behind the wine take centre stage, visually highlighted within a clean, structured design that combines functionality with personality. Because Fischer Weine has character - just like the family that has been behind it for five generations.