Pl. 02 / 13Case study
A web platform, a leaflet and a video ad to help a Saint-Saulve wine shop sell corporate gifts.
15-second video ad for social media, shown here in 4:5.
Vins et Délices, a wine shop and delicatessen in Saint-Saulve, wanted to attract businesses around Valenciennes for their year-end gifts. A paper leaflet already existed for 2025. The offer had to be readable on paper and online, quotable in a few minutes, with an order deadline set for 27 November 2026.
Win over businesses with a product restricted by the Évin law, mixed VAT (wine at 20%, delicatessen at 5.5%) and commercial rules that changed on 14 September. The tool had to stay accurate despite those changes.
I estimated what a business customer is worth, ranked acquisition channels by return and set the Évin law as a starting constraint for every medium.
A standalone HTML demo was reviewed with the owner, up to a V2 on 19 August. The approach: restrained and smooth, with the simulator as the centrepiece.
The site was built from 24 August: real photos of the six ranges, age gate, Freedom, Serenity, Ease timeline, three ways to meet. An access lock protected it until launch.
I built the leaflet’s art direction around cream, burgundy and gold, with a strong contrast between serif headings and discreet body text. The three-panel leaflet and catalogue poster were finalised in Illustrator, on a printer’s template.
On 14 September, the new terms of sale replaced the simulator’s discount and delivery rules, the referral scheme became a section of the site and leaflet, and the access lock was lifted. A 15-second video ad followed on 24 September. The campaign has just started.
I chose two twin guilloché seals stamped “10%” rather than two clinking glasses for the referral mark, because the Évin law forbids associating alcohol with conviviality. The symmetry of the seals says on its own that one scheme rewards two parties. The mark is a single SVG that takes the colour and typeface of each medium.
I reused the simulator’s existing banner rather than adding an interface element, because the owner did not want to weigh the tool down. The message only appears at the 5% tier and suggests the route that is actually within reach: the referral scheme if more than €200 is missing to reach €1,000, otherwise adding boxes.
I built the ad around the service (entry price, simulator, delivery date) rather than around the bottles, because the Évin law limits alcohol advertising to objective information. The boxes are shown as cut-out products on a neutral background, never consumed, and the health warning stays readable on the final screen.
The terms of sale were rewritten mid-project and replaced the simulator’s two calculation rules. Next time I will have the commercial rules validated before building the tool and separate the calculation engine from the interface. The legal constraint, seen from the start, ruled out an obvious image and forced me to find a better idea.
Colours sampled from the project visuals.