Client and the challenge

Baron Longo is a wine estate in South Tyrol, in the foothills of the Dolomites. The family's winemaking tradition dates to the 18th century, but the history is interrupted. The winery was devastated during the Napoleonic Wars, rebuilt, then after the First World War the family was expelled from the land. They returned in the 1930s, but for almost a hundred years the grapes from the Longo vineyards were sold to cooperatives. In 2012, Anton Baron Longo took over the estate. By 2015, he was producing wines under the family name again for the first time in a century. A decade later, Jancis Robinson praised him in the Financial Times as one of the most impressive individual producers, and VINUM named Baron Longo rising winery of the year.

Anton does everything himself. He designed his own labels and restored the family palazzo with a taste that runs through every detail: historic frescoes alongside contemporary Italian furniture. He had built his own site on Squarespace and needed a full redesign to match the quality of what he was producing.

The website

The site reads like a small publication about the estate. Photography of the vineyards, the palazzo, the Dolomites. Anton's own writing about each wine, paired with the commissioned poetry and technical vinification details.

The homepage opens with the wines and moves into the estate's story, its location, and the experiences available to visitors. We designed custom product pages because Squarespace's native product layouts couldn't carry what Anton wanted to show for each wine: the poetry, his tasting notes, an immersive photograph from the Dolomites. Each page tells the story of a wine while connecting to the shop.