Scaling a 20-year legacy into a digital powerhouse
UX UI, visual system
Was done in 3rd year visual communication degree, at "Advanced Design Studio" course // 2025
Overview
Sommelier is a digital platform concept for the Sommelier Exhibition, designed to make wine easier to understand for non professionals. It translates abstract tasting terms into clear visual scales so people can compare wines quickly and confidently without relying on technical knowledge. I designed the UX UI and built the visual reference system, defining the scales, the structure of wine profiles, and the core interface language.
About the exhibition
Where wine culture meets real people
For over two decades, the Sommelier Exhibition has served as a central hub for Israel’s wine industry, connecting wineries, importers, professionals, and wine lovers. Yet the way wine is communicated remains largely inaccessible to non-professional audiences. Sommelier addresses this gap by proposing a digital experience that translates technical tasting terminology into an intuitive, visual reference system.
In today’s wine culture, language is full of abstract terms:
While these terms work within the industry, most people struggle to translate them into real taste and experience.
The challenge
How can a subjective product become comparable?
The goal was not to design a website, but to create a translation layer that preserves wine’s complexity while making it legible at a glance. The key challenge was clarity without oversimplification.
Research & Observations
Understanding where communication breaks down
I reviewed existing tasting systems and their visual representations, and spoke with winery owners, importers, and wine shop managers. A consistent pattern emerged: people are curious and willing to explore, but current descriptions are interpretive, which makes choice feel uncertain.
Industry
The industry still runs on physical events and personal connections, with limited digital continuity.
Create a digital layer that keeps the exhibition alive between events.
Design move
Perception
Tasting notes are interpreted through personal associations, making wines hard to compare.
Create a shared visual reference that supports confident comparison.
Design move
Language
Most tasting terms are abstract and non measurable without a consistent scale.
Translate descriptors into clear, comparable visual scales
Design move
Insight
Connections
Suppliers need continuity and relationships beyond one time exposure.
Build a dedicated space for collaboration, community, and follow up.
Design move
The Concept
A new way to experience wine digitally
Sommelier proposes a system that reflects how wine is perceived, not only how it is described. Instead of reading abstract terms, users can see a wine’s profile through comparable visual scales, making choice and discovery more intuitive.
Body
Complexity
Mineral
The Sensory System
Turning taste into something you can see
Key wine characteristics are translated into clear visual scales that allow fast comparison at a glance. Each wine profile becomes a visual snapshot of how the wine feels, supporting confident decision making without requiring technical knowledge.
Astringency
Main Features
01 Wine Playground
Explore taste through interaction
An interactive space to explore how taste parameters shape a wine’s visual expression. Adjusting values such as body or astringency updates the system in real time.
02 The Dashboard
Understanding performance at a glance
A management interface for wine shop owners, providing a clear overview of sales, performance, and customer preferences - all in one place.
03 The Wine Community
Creating a shared space for a growing industry
A professional space for wineries, importers, and shop owners to connect, share knowledge, and discover collaboration opportunities through events, discussions, and learning materials.
Design System
Elements
Icons
//MICHROMA
Colors
LIGHT PEA GREEN
#C4FF79
C:23 M:0 Y:53 K:0
R: 196 G: 255 B: 121
BLACK
#000000
C:0 M:0 Y:0 K:0
R: 0 G: 0 B: 0
GRAY
#D9D9D9
C:0 M:0 Y:0 K:15
R: 217 G: 217 B: 217
WHITE
#FFFFFF
C:0.00 M:0.00 Y:0.00 K:0.00
R: 255 G: 255 B: 255
Complexity
Represents the richness and layered nature of the wine, expressing how many sensations unfold over time while tasting.
Minerality
Reflects mineral and earthy sensations often associated with soil, stone, and freshness, common in wines from cooler regions.
Body
Describes the physical weight and presence of the wine in the mouth, ranging from light and delicate to full and bold.
Astringency
Expresses the drying sensation caused by tannins, often found in red wines, influencing how sharp or soft the wine feels.
Logo
Fonts
//EZER LOFT
Looking back & Ahead
Turning subjective language into a shared reference
Designing Sommelier taught me that subjective experiences like taste can be structured through clear visual logic. By turning abstract tasting terms into comparable scales, I reduced ambiguity and helped people make faster, more confident choices. Next, I’d evolve the system into generative motion so each wine gains an animated signature derived from its profile.
