Dr. Loosen Redesign

The Dr. L Riesling website redefines how a German wine brand shows up online. Built around the rallying cry “No Rules, Just Riesling,” the site invites visitors to enjoy wine without pretension—pairing modern design, simple navigation, and upbeat storytelling to make Riesling feel fresh again.



Our goal was to create a digital experience as approachable and crisp as the wine itself. Instead of heavy-handed terroir lectures or vineyard jargon, the site delivers personality and clarity. Each of Dr. L’s product tiers—from Classic to Dry, Gray Slate, Sparkling, and the new alcohol-removed Lo—has its own space with flavor profiles, pairing suggestions, and retail links that make discovery effortless.



The “Cocktails & Food” section breaks category rules by positioning Riesling beyond the glass: it belongs at brunch, in a spritz, or alongside sushi. Meanwhile, a global “Find Wine” locator turns interest into action by connecting users directly to retailers and restaurants. The result is a frictionless path from curiosity to consumption.



Visually, the design leans bright and minimalist, with airy layouts and confident typography. Photography celebrates texture, light, and natural motion—bringing the Mosel’s steep vineyards and riverbanks to life without sliding into cliché. The interface is mobile-first, optimized for international audiences, and infused with subtle animations that echo Riesling’s lively character.



Beyond aesthetics, the site fulfills real business needs. It drives engagement through “Sips & Surprises” email sign-ups, increases click-throughs to distributor maps, and positions Dr. L as the approachable face of German wine for a global audience.



In a category still trapped in tradition, Dr. L’s digital experience dares to be modern, playful, and unafraid of simplicity. It captures the brand’s essence: premium yet unpretentious, global yet grounded, serious about quality but never about rules.



No rules. Just great Riesling. And a website that finally behaves like it.