Built with Lummi
Website Concept & Digital System Exploration for Tenuta Palmeri
Bright Ajiboye
Tenuta Palmeri — Website Concept & Digital System Exploration
Role: Designer
Scope: Homepage direction, shop system, hospitality pages, mobile design, visual system exploration
Client: Johannes (for proposal to Tenuta Palmeri)
Overview
Tenuta Palmeri is a Sicilian wine estate within a Swiss-owned group operating wineries in Italy, Spain, and Switzerland. They needed a distinctive, culturally intelligent website direction that moves beyond the typical “luxury winery” aesthetic — while still supporting real operational needs:
~200 wine products
Stripe e-commerce
Events (via Winearound)
Accommodation bookings (via Lodgify/Octorate)
Bilingual content (IT/EN)
Reusable system for future estates in the group
My role was to create a concept exploration that feels contemporary, distinctive, and structurally realistic enough to be included in a formal proposal.
Objectives
Create a non-generic visual direction that reflects Mediterranean character and avoids winery clichés.
Integrate the existing Palmeri palm symbol into a flexible graphic system, rather than treating it as decorative.
Explore how the system supports: a dense wine shop, hospitality & experiences, estate storytelling
Design with scalability in mind so the approach can extend to other estates in the group.
Ensure everything works across responsive breakpoints with consistent rhythm and hierarchy.
Approach & Concept
The concept direction focused on building a tactile Mediterranean atmosphere through:
a grounded, editorial typographic scale
warm, textured color tones
structural use of the palm motif (cropped, layered, or partially used for depth)
photography that feels agricultural and place-driven rather than lifestyle-driven
a layout system that balances storytelling + commerce
The goal: Make the estate feel real, rooted, and memorable — without being ornamental or over-designed.
Key Design Explorations
1. Homepage Direction
Developed a strong hero section that establishes tone without relying on literal labels (“wine,” “hospitality,” etc.).
The page introduces the estate through mood, rhythm, and visual tension — letting users feel the three pillars (wine, experiences, agriturismo) intuitively.
2. Wine Shop (High-Density Grid)
Designed a clean, scalable product grid accommodating 12–16 products per view, ensuring:
clarity at density
consistent hierarchy
easy future scalability for ~200 products
integration with Stripe workflows
3. Hospitality & Experiences
Created layouts for:
rooms & suites
dining
vineyard experiences
tastings & events
Pages use an editorial collage system paired with structured content blocks to capture both intimacy and clarity.
4. Structural Palm Motif
Explored how the existing palm logo could:
create depth
act as a framing device
guide rhythm across sections
Without becoming ornamental or duplicating the logo.
5. Full Mobile Translation
Ensured the entire system translated cleanly across breakpoints, preserving:
spacing logic
hierarchy
typographic rhythm
navigation clarity
Outcome
The final exploration provided:
A cohesive cross-estate design system
A distinctive and memorable art direction
Working homepage, shop, and hospitality pages
Full mobile design
A flexible visual identity based on the existing palm symbol
A strong proposal-ready presentation for the client
The client was pleased with the clarity, responsiveness, and usability of the system, and the exploration is now being used in a formal proposal to secure the full project.
Client Feedback
“Thanks for the final refinements — the updates look good and the concept is now in a strong place for the proposal. You’ve provided great value and it was a great pleasure working with you.”
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Posted Mar 21, 2026
Designed a Distinctive Website Concept and Cross-Estate Digital System for Tenuta Palmeri, a Sicilian Wine Estate with Roots Across Italy, Spain, & Switzerland
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Timeline
Mar 3, 2026 - Mar 6, 2026
Clients
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