Two doors. One Fermented.
Fermented is a natural wine shop and tasting room on Canton Street in Downtown Alpharetta. Inside, it’s one of the best wine experiences in town. Outside and online, the brand was sending mixed signals. Owner Adam Danielson brought us in to close that gap, starting with the storefront and the website.
- Window Graphics
- Storefront Design
- Web Design
Fermented’s storefront has two entrances side by side. One door led to the shop, wearing Fermented’s elegant brand. The other led to the tasting room, branded Flight Club with an edgier, scrappier look that felt like a different business entirely. At a glance, it could even read as Fight Club, a tough first impression for an upscale wine shop. Plenty of people walking by had no idea they could sit down and drink wine there at all.
Online, Google Ads had stopped performing the way it used to. Those clicks landed on a sparse homepage with a photo of the shop, a few event tiles, no age verification, and very little of the story that makes Fermented worth the visit.
Fermented already had a strong brand. The work was putting it to use everywhere a customer forms an opinion. On the street, we unified both entrances under the Fermented identity and made each door’s purpose obvious: shop on one side, sip on the other. Online, we rebuilt the website so landing there feels as good as walking into the shop or settling into the tasting room.
One brand, two doors.
Unifying the storefront under one brand.
Our founder started his career in sign shops, so this one came naturally. We measured every pane, built mockups, and walked Adam through what each window could say. The new storefront is sleeker and works harder. It covers the practical, like store hours, and tells passersby what Fermented actually is: a natural wine shop, a place to hang out and sip something great, a stop for a bottle for yourself or someone else, and a room for celebrations and private events. We sourced a local sign shop, managed the install schedule, and quarterbacked the whole process so Adam could stay focused on what he does best: pouring flights and telling the stories behind the bottles. Since the revamp, foot traffic has climbed dramatically.
Elevating the online experience to match the in-store.
We wanted the new fermentedatl.com to match the real one in style, aesthetic, and vibe. Visiting the site should feel like walking into the shop or pulling up a seat in the tasting room. Adam’s refreshed photography carries a lot of that, paired with the brand’s elegant type and a layout that gives every bottle and every room space to breathe. From there, visitors always have a next step, whether that’s a gift card, a wine club membership, or the next event on the calendar.
We wrote the brief, set the design direction, and guided the build from concept to launch on our proprietary platform. Events live in Sanity CMS, so the Fermented team can update the calendar themselves. An age gate greets every visitor. Gift card purchases and wine club signups are live. And because the site deploys straight to Vercel, changes go live almost instantly.
What's pouring next?
With the strategy and creative in place, the foundation is set. Now we’re moving into growth mode, taking over management of Fermented’s Google Ads and sending that traffic to a site built to convert it. Fermented is also up and running on Dispatch, our reporting platform. It pulls ads, search, and website activity into one report, with a recommendation attached to each finding. For the first time, Adam can see how people find Fermented, what they do once they land, and where the next opportunity is. Every ad decision from here on is backed by real data.
Great product. Slow traffic. Sound familiar?
Fermented's fix started with one conversation. Yours can too.
