Covet Pass
Stage: 0-1 product for a heritage brand
What: Consumer product, SaaS backend, data integrations, interactive maps, location-based commerce, brand & storytelling, content & CMS
Role: Product, design, and creative lead
I was invited to help rethink wine tasting discovery from the ground up. Covet Pass, an innovative product for a heritage wine travel and lifestyle company, is a first-of-its-kind annual wine pass that unlocks access to free wine tastings and travel, shopping, and experience perks in select wine regions globally.
Opportunity
The number of wineries and wine tasting costs have exploded in the last decade. Finding wineries and allocating budget can be daunting and stressful for potential visitors. Covet Pass serves a market opportunity to take the guesswork and endless research out of wine tasting, bringing back the wonder and thrill of discovery through technology and curation.
Wineries in Napa
and Sonoma
800
Average regional wine tasting cost per person
$35-$75
Solution
Working from the ground up, I shepherded Covet Pass from 0-1, launching with five regions across the western USA and Mexico. I developed the brand and story with fresh yet earthy colors evocative of sharing wine outside at sunset. Built from day one for growth, I devised an extensible modular design system powered by a headless CMS. For partner wineries, we built a tablet-based check-in system to track visitors, allowing us to add to a larger portrait of each member’s preferences and actions over time.
Highlight
Discovery tools include data-driven, custom interactive maps with UI optimized for full-screen desktop and gesture-based mobile user needs.
The Logo
I brought in a frequent collaborator to work together to craft the logo forms, which hint at modern adventure to target a younger, urban demographic.