goodwine. New Loyalty Program

The Store That Talks to You. goodwine is a motion design and branding campaign for the retail wine and grocery brand Goodwine. In this project, a unique loyalty program concept was developed to replace the traditional static discount card system used by Goodwine. Over the years existing cards were shared informally among family and friends, reducing their value, which the brand identified as a key challenge to customer engagement.

Previously, goodwine had a standard loyalty program: customers were given personalized cards with a fixed discount on alcohol. Over the past 10 years, the number of customers has increased, but the number of cards has not - they were simply handed over from one to another, or people called the cardholder's name at the checkout and received a discount. Thus, one card was used by the whole family, friends, friends of friends, and half of the colleagues. goodwine recognized this as a problem

The motion pieces and visual campaign helped communicate the Goodwine loyalty program more personally and memorably, bringing the brand closer to its customers through expressive motion design and visual storytelling. The project was recognized with the Red Dot Award 2019 — Best of the Best distinction for excellence in design and creative execution.

This work demonstrates expertise in motion graphics, branding communication, retail campaign design, and audience‑focused creative storytelling, making it a compelling case for portfolios, design showcases, and brand strategy campaigns.