CUPCAKE VINEYARDS | “Women in Wine” AR EXPERIENCE
Immersive AR | UI/UX Design | Creative Ideation
📍 Digital Campaign – International Women’s Day
📍 Digital Campaign – International Women’s Day
CLIENT / INDUSTRY
Cupcake Vineyards | Wine & Spirits | Consumer Experiences
Cupcake Vineyards | Wine & Spirits | Consumer Experiences
CHALLENGE
On International Women’s Day, Cupcake Vineyards wanted to celebrate the women behind the wine and empower consumers with engaging, interactive learning—without relying on static web content. The brand sought to build a shoppable AR experience that both highlights female expertise and briefly educates and converts audience.
SOLUTION
We designed the “Women in Wine” AR experience, hosted by leading winemaker Jessica Tomei, which:
• Invites users to scan a branded trigger and brings Jessica into their space in AR
• Lets guests learn about wine, explore recipes, and discover their ideal wine match via playful quizzes
• Includes seamless shop integration to drive conversion from education to purchase
• Invites users to scan a branded trigger and brings Jessica into their space in AR
• Lets guests learn about wine, explore recipes, and discover their ideal wine match via playful quizzes
• Includes seamless shop integration to drive conversion from education to purchase
PROCESS
• Concept & Voice: Centered on empowering women in winemaking; Jessica brings warmth, authority, and approachability to the experience.
• UI/UX Flow: Simple scan → interactive experience launch → guided content sequence → shoppable call-to-actions.
• AR Design: Jessica animated in AR, augmented around the user, paired with intuitive quizzes and recipes to engage on multiple emotional levels.
• Tech Integration: Embedded Shopify-like product links for seamless purchase, maintaining user momentum from discovery to buy.
• Concept & Voice: Centered on empowering women in winemaking; Jessica brings warmth, authority, and approachability to the experience.
• UI/UX Flow: Simple scan → interactive experience launch → guided content sequence → shoppable call-to-actions.
• AR Design: Jessica animated in AR, augmented around the user, paired with intuitive quizzes and recipes to engage on multiple emotional levels.
• Tech Integration: Embedded Shopify-like product links for seamless purchase, maintaining user momentum from discovery to buy.
OUTCOME
• Delivered a memorable brand activation for International Women’s Day, positioning Cupcake as empowering and modern.
• Viewer engagement boosted via interactive format and educational flow; early brand signals show strong post-launch social interaction and UX clickthroughs.
• Delivered a memorable brand activation for International Women’s Day, positioning Cupcake as empowering and modern.
• Viewer engagement boosted via interactive format and educational flow; early brand signals show strong post-launch social interaction and UX clickthroughs.
WHY IT MATTERED
By putting a female winemaking voice at center stage, the experience humanized wine education and aligned with Cupcake’s inclusive ethos. It built affinity, community resonance, and a unique digital touchpoint that amplified the brand’s identity.
WHAT’S NEXT
The format can scale:
• Introduce other winemaker stories
• Launch seasonal AR experiences (Harvest Time, Bubbly Moments)
• Integrate live AR tutorials or pop-up virtual tastings
• Introduce other winemaker stories
• Launch seasonal AR experiences (Harvest Time, Bubbly Moments)
• Integrate live AR tutorials or pop-up virtual tastings
LINKS
• Winemaker Biography: Jessica Tomei   
• Cupcake Vineyards website
• Winemaker Biography: Jessica Tomei   
• Cupcake Vineyards website
