For the development of the Honey & Hush wine brand, I conducted a focused user research initiative to understand better the emotional drivers, purchasing behaviours, and aesthetic preferences of the target audience. The research included a blend of trend analysis, persona development, visual testing, and competitive scans within the premium “quiet luxury” and lifestyle-driven wine category.

Initially, I assumed that consumers primarily sought elegant packaging paired with high-quality wine as the baseline expectation. However, the research revealed a far more sensorial and ritual-oriented audience. Users like Siena—a representation of the “Intimate Host” persona—were not simply purchasing wine; they were curating moments. They valued atmosphere, textures, candlelit rituals, slow evenings, and products that contributed to a cohesive aesthetic throughout their home.

The research also highlighted a growing desire for wine brands that feel personal, warm, and understated rather than loud or mass-market. Participants responded strongly to soft, warm tonal palettes, artisanal cues, and labels that photographed beautifully in lifestyle settings. Storytelling emerged as a key decision driver, with users prioritizing brands that conveyed intimacy, intentionality, and handcrafted sensibility.

Through this work, several assumptions were challenged—particularly the notion that visual minimalism alone would be enough. Instead, the research validated the need for a more emotionally resonant brand narrative, customizable packaging expressions across varietals, and a design system that blends premium cues with a whisper-soft, sensual tone. These insights informed the refinement of the brand essence, label direction, colour palette, and final mockups.

Overall, the user research played a pivotal role in shaping Honey & Hush into a wine brand that aligns with the expectations, lifestyle habits, and deeply personal rituals of its target audience.