Minum Selections Branding & Website
Branding ∙ Naming ∙ Photography ∙ Print ∙ Social ∙ Strategy ∙ Web & Interactive Design
Minum Selections is a natural wine and botanical spirits importer and distributor based in Chicago. Ben and his wife, Olen Amelia, founded it in 2018 to bring sustainably produced wine and spirits from the US, Australia, Spain, France, Germany, and Italy into Illinois — wines with a real sense of place, made by winemakers with a story worth telling.
Minum launched with two producers. By the time we sold the company in 2023, that had grown to 70+, serving hundreds of retail and restaurant accounts across the state — with sales doubling every year, through a pandemic and new tariffs. As a two-person company, they ran everything themselves: licensing, compliance, accounting, sales, logistics, and marketing.
The name comes from "minimal" — these were wines made with minimal intervention in the vineyard and the cellar. The logotype needed to flex across everything from back labels to producer collateral, so we built it for legibility first. The color system pulls from the actual spectrum of wine itself, tuned into something more vivid and distinct — used consistently across print, social, and marketing.
They built and ran the website themselves, and it did double duty: a public-facing tool for restaurant and retail buyers, and the operational backbone of the business. It carried deep detail on each producer — soil, sun exposure, sulfur content — plus a client portal for real-time inventory, tech sheets, and in-store marketing materials. News and releases fed straight into email and social, so partners always had the latest.
The homepage surfaces new releases and gives buyers a fast path to inventory and producer stories. Producer pages carry the full backstory and imagery buyers need to sell the wine to their own customers.
Multiple orientations allows for maximum flexibility and legibility across large and small sizes.
MinumSelections.com works as an internal and external tool for our accounts—giving them access to all the information they need about each producer and wine.
The homepage showcases the latest releases and provides users with pathways to access real-time inventory updates and discover more about emerging producers.
Wine buyers can filter buy producer, country, region, and style to narrow down what they are looking for.
Every producer page is filled with details from viticulture to vineyard size as well location.
Producer pages provide detailed information about the location and backstory of each producer. Each page is rich with imagery, serving as a valuable tool for wine buyers to effectively convey the producer's narrative and showcase their wines to consumers.
Product detail pages capture intricate details, delving into factors such as soil type, sun exposure, and sulfur content as well as talking points for sales.
The client portal, an integral feature, offered real-time inventory updates, technical sheets, and in-store marketing materials.
Our social posts highlight food pairings from our vendors through beautiful lifestyle photography.
Lifestyle photography on social allows us to capture the emotional qualities of wine.
Staff training materials
Business cards printed in three colors on a risograph printer.
For opening those crown tops ;)
Sales materials including tech sheets, winemaker bios, and price book.
Every case of wine that's delivered is sealed with our signature tape.
Back labels include everything you would want to know about each wine.