Grant Pedersen ยท New York
Information Architecture & Regional Storytelling
Region-first content structure and producer storytelling
Chinese wine is still an unfamiliar idea for many American buyers. The IA problem was not simply organizing content; it was introducing a category. We chose a region-first structure with a map of China so visitors could immediately understand that Chinese wine has geography, climate, producers, and regional identity behind it.
Primary Audiences
Press, restaurants, wine buyers, retailers, collectors, and curious wine enthusiasts. Each audience needed enough context to trust the category before taking the next step.
IA Challenge
The hardest decision was balancing education, producer storytelling, retail discovery, and events without making the site feel like a textbook. The architecture had to make a new category feel navigable.
Design Focus
Region-first content structure, producer storytelling, bilingual naming, retailer discovery, and editorial pacing that makes unfamiliar wines feel premium rather than niche or confusing.