Gray Monk Estate Winery Website Redesign
Nestled in the heart of British Columbia’s Okanagan Valley, Gray Monk Estate Winery is a true icon in Canadian winemaking. FOE Creative was brought on to elevate Gray Monk’s digital presence with a custom WordPress website that combines storytelling, functionality, and eCommerce. As part of the Andrew Peller Ltd. family, the project involved close collaboration with teams across the country — something our team thrives on. From advanced third-party integrations to enhanced user journey mapping, we delivered a digital experience that mirrors the quality, history, and sophistication of Gray Monk’s Estate wines, while offering a scalable, future-ready platform built for long-term success.
User-Centric UX & Storytelling Rooted in Data
At the heart of this project was a clear goal: to reimagine Gray Monk Estate Winery’s digital experience through a user-first design strategy grounded in real data. We began with a comprehensive review of historical site analytics and audience behavior, uncovering key insights around how users interacted with the previous site — where they dropped off, what content they gravitated toward, and which paths led to conversion.
Armed with this knowledge, we redesigned the user experience to be intuitive, streamlined, and conversion-focused. Navigation was simplified to reduce friction, while key content pathways: Including wine discovery, estate visits, and club memberships — this clarified to better serve both new and returning visitors to Gray Monk Winery.
The result is a high-performing winery website that not only tells the story of Gray Monk’s rich heritage but also encourages deeper engagement with the brand. Using interactive storytelling elements with scenic estate visuals, every touchpoint was carefully crafted to guide users through an immersive digital journey.
Integrated Elegance, Built to Scale.
Gray Monk Estate Winery’s new website features robust third-party integrations that power key functions like wine bookings, location-based services, and eCommerce product discovery. These capabilities are delivered through a refined, mobile-optimized visual design that reflects the sophistication of the Gray Monk brand while laying a strong, scalable foundation for future growth.
