Brendel Wine’s minimal yet powerful Home Page: Food and Drink Brand Storytelling of the of The Week #14

(28 June, 2021)

Look, change

After some thinking, I've changed the title—from 'Copywriting of the Week' to 'Brand Storytelling of the Week.'

You see, I am first a writer. But I'm also a strategist. After helping countless brands get clear on who they are, who their customers are, and how to communicate accordingly—I've become quite adept at the art of strategic brand messaging and marketing at large.

I'm talking about everything from building the foundations of a brand to customer-facing marketing collateral, like:
  • Structuring product offerings
  • Developing integrated e-commerce assets
  • Product launches

So I thought, 'Hey, why not celebrate that understanding. This way I can write you a newsletter that might give even you more insightful knowledge.'

Now here we are.

Okay, storytelling of the week now

Do yourself a favour and check out this website:

There's a lot of debate around the function of the homepage.

However, there is one school of thought which I've found highly effective.

Today, the art of a website involves logically sequencing information in a simple, digestible way to achieve your goal (connect with customers, raise awareness, sell products, get people to sign up to your email address, build trust. Or all the above.)

The other thing we have to consider today is most people look at websites via phones. It's why you'll see brands are straying away from an immersive webpages designed for desktops to simple scrolling pages.

In turn, the good school of thought I was talking about involves treating your home page/landing page as a simple sales page for your brand. What do I mean by that? Well, you champion your key messaging to earn attention, interest and trust with the right market. Then you invite them to take action, whether that involves clicking to other areas of the site or buying a bottle of wine.

Let's see how Brendel pulled that off:

Brendel opens with a video that acts as a story/about page, detailing who they are and why they make wine like they do—thus earning attention, desire and trust with a younger wine-loving market. I could go on about their storytelling methods here, but I'll save that for another time.

After that, the pages are about inspiring action. It scrolls down to the 'Our Wines' section with a very cool call-out (Most vineyards specialize in fine wine. We prefer to make good wine.) and a SHOP WINE button. Simple, to-the-point, and reiterates their central messaging.

I love Brendal's minimal but powerful copy: A membership like no other with a Sign Up and Save button induces curiosity and the primary benefits of joining up, all in 9 words.

They've strategically placed Philosophy at the bottom for people who want to learn more. It's super important, but Brendal realise the website is for newcomers and regulars. If I'm already a fan and know the philsophy, I don't want to scroll past a philosophy section every time to get to the shop. On the other hand, if someone is new, championing our philosophy is a great way to develop trust through aligning our values.

I hope you find that example helpful when thinking about structuring your landing page/home page.

Main take-aways

  • Treat your home page like a sales page for your brand: Earn attention, interest, trust, and action 
  • Less is more
  • First get your messaging clear. Then write and design a website

Okay, that’s a wrap. 

If you liked this little Food and Drink Brand Storytelling of the week and haven't already signed up to receive the next one, you can do so HERE.

(I post every one to people who've signed up to the Newsletter. While every second one, I post here on the blog.)


Jayden O'Neil


If you need a professional to help you create creative copy for your food and drink brand, give me a holla:

Brew Copy, a storytelling studio that helps you build your brand—with words. Contact me at Stay in touch on Instagram. Or on Linkedin.