The brief
Otero Valley Vineyards
A family high desert vineyard at almost 7,000 feet in New Mexico's Sacramento Mountains, growing Tempranillo, Cabernet Franc and Riesling, and making a signature sparkling wine.
This is the brief all three models received, word for word apart from the layout. The instructions also fixed the pages to build and the rules: static pages, Bunny fonts, no invented facts, no sideways scrolling from 390px to 1440px, WCAG AA contrast.
- Entity
- Name
- Otero Valley Vineyards
- One liner
- A family high desert vineyard at almost 7,000 feet in New Mexico's Sacramento Mountains, growing Tempranillo, Cabernet Franc and Riesling, and making a signature sparkling wine.
- Offerings
- Estate wines: Tempranillo, Cabernet Franc, Riesling
- Signature sparkling wine
- Tasting room: standard 45-minute tasting flight
- Guided vineyard and cellar tours led by Lucia (occasional, limited dates)
- Wine club: three shipments a year (spring, summer, holiday), early access and discount, free tastings
- Online bottle sales to everyone (via Commerce7)
- Wholesale to restaurants across the Southwest
- Small private gatherings on the terrace (about a dozen a year)
- Seasonal events: harvest weekend, sparkling release party
- Mission
- Prove, with careful farming at altitude, that New Mexico makes serious wine, and share it the way a family shares its table.
- Differentiators
- High desert vineyard at almost 7,000 feet
- Founded by Eduardo in 1982 on land his father bought in the 1970s, three generations on the land
- Signature sparkling wine, silver medal at a regional Southwest competition
- Mexican-American family business, fully bilingual
- Described by an Albuquerque food writer as a 'high desert surprise'
- Stage
- established, second generation taking over
- Geography
- Near Cloudcroft, Sacramento Mountains, Otero County, New Mexico, about 20 minutes from Alamogordo; club members mainly in NM, TX, AZ, CA; restaurant accounts across the Southwest
- People
- Name
- Eduardo
- Role
- Founder, planted the first vines in 1982, stepping back but must be featured prominently and in his own words
- Name
- Camila
- Role
- Elder daughter, runs hospitality and the tasting room
- Name
- Lucia
- Role
- Younger daughter, head of production and winemaking, leads guided tours
- Name
- Rosa
- Role
- Mother, 'keeps everyone honest'
- Audience
- Primary
- Who
- Leisure travellers and regional day-trippers (NM, West Texas, El Paso/Juárez, Arizona) curious about New Mexico wine
- Wants
- A memorable afternoon at a surprising mountain vineyard, easy to plan
- Trust needs
- Proof the wine is serious (silver medal, press)
- Clear hours, location and drive time
- Easy booking with room for walk-ins
- Warm, genuine family welcome
- Desired feeling
- Surprised, welcomed, like a guest of the family
- Primary action
- Book a tasting
- Secondary
- Who
- Wine club members (about 1,200 households)
- Primary action
- Manage membership, see releases, book free tastings
- Who
- Visitors who do not join the club
- Primary action
- Join the newsletter
- Who
- Restaurant and wine buyers across the Southwest
- Primary action
- View tasting notes, log in for price sheets, send a trade enquiry
- Who
- People planning a small private gathering
- Primary action
- Send a terrace gatherings enquiry
- Purpose
- Primary job
- Tell the story of the land, the family and the wine with equal weight to hospitality, and turn that into tasting room visits and club membership.
- Secondary jobs
- Give production and winemaking equal visibility to hospitality (Lucia's requirement)
- Grow club membership
- Capture non-joining visitors via newsletter
- Serve restaurant and trade buyers
- Test demand for small terrace gatherings without overpromising weddings
- Feature Eduardo as a living presence, not just history
- Five second impression
- Serious wine from a surprising place: a family vineyard high in the New Mexico mountains.
- Primary cta
- Label
- Book a tasting / Reserva una cata
- Target
- page
- Structure
- Pages
- Id
- home
- Label
- Home / Inicio
- Purpose
- Open with the high desert surprise at 7,000 feet; balance the land and wine with visiting
- Sections
- hero: high desert surprise, mountains
- two halves: The Land and the Wine / Visit Us
- Eduardo in his own words, with portrait
- signature sparkling and silver medal
- press quote
- upcoming events
- club invitation
- newsletter sign-up
- Priority
- 1
- Id
- story
- Label
- Our Story / Nuestra historia
- Purpose
- Three generations: grandfather's land, Eduardo's 1982 planting and the 'New Mexico can't make serious wine' turning point, Camila, Lucia and Rosa today
- Sections
- the land
- Eduardo's chapter in his own voice
- the next generation
- the family
- Priority
- 1
- Id
- wines
- Label
- The Wines / Los vinos
- Purpose
- Production half: growing at altitude, careful farming, winemaking, each wine; full awards list lives here
- Sections
- the vineyard at altitude
- winemaking with Lucia
- wine list
- the sparkling
- all honours and ribbons
- Priority
- 1
- Id
- visit
- Label
- Visit / Visítanos
- Purpose
- Book tastings and tours; hours, directions, walk-ins welcome
- Sections
- book a tasting
- guided vineyard and cellar tour
- hours Thu to Mon 11 to 5
- directions from Cloudcroft and Alamogordo
- club members taste free
- Priority
- 1
- Id
- club
- Label
- Wine Club / Club de vinos
- Purpose
- Explain the three shipments and perks; send joiners to Commerce7
- Sections
- how it works
- perks: first access, discount, free tastings
- join (Commerce7)
- Priority
- 2
- Id
- shop
- Label
- Shop / Tienda
- Purpose
- Send buyers smoothly to the existing Commerce7 store
- Sections
- featured wines
- shop link (Commerce7)
- Priority
- 2
- Id
- events
- Label
- Events / Eventos
- Purpose
- Harvest weekend, sparkling release party, bookable
- Sections
- upcoming events
- Priority
- 2
- Id
- gatherings
- Label
- Terrace Gatherings / Reuniones en la terraza
- Purpose
- Quiet, modest page for small private gatherings; tests demand without promising weddings
- Sections
- the terrace
- what we can host
- enquiry form
- Priority
- 3
- Id
- trade
- Label
- Trade / Distribución
- Purpose
- Restaurant and buyer information; public tasting notes, private login for price sheets
- Sections
- public tasting notes
- members-only price sheets
- trade enquiry form
- Priority
- 3
- Id
- contact
- Label
- Contact / Contacto
- Purpose
- General enquiries, address, hours
- Sections
- contact form
- address and map
- hours
- Priority
- 3
- Nav
- Our Story
- The Wines
- Visit
- Wine Club
- Shop
- Events
- Contact
- Homepage section order
- hero
- two halves
- eduardo
- sparkling and medal
- press
- events
- club
- newsletter
- Content
- Key messages
- High desert surprise: serious wine at almost 7,000 feet
- They said New Mexico couldn't make serious wine; Eduardo proved them wrong
- A family vineyard, three generations on the land
- We just farm it carefully
- Bienvenidos: a family welcome in both languages
- Proof
- Credentials
- Silver medal for the sparkling wine at a regional Southwest wine competition (competition name and year to confirm)
- Stats
- Almost 7,000 feet elevation
- First vines planted 1982
- About 1,200 wine club households
- About 15,000 tasting room visitors a year
- Testimonials
- Albuquerque food writer feature, 'high desert surprise' angle (publication, writer and date to confirm)
- Full awards list
- Eduardo wants every ribbon listed; strongest one or two lead, full list on the Wines page (list to collect)
- To generate
- All page copy written natively in both English and Spanish, not machine-translated
- Eduardo's section and story chapter to be drawn from an interview with him
- Contact display
- Address
- Near Cloudcroft, Otero County, NM (exact street address to confirm)
- Hours
- Thursday to Monday, 11am to 5pm
- Email public
- camila@oterovalleyvineyards.com
- Open questions
- Lucia's exact email address for trade enquiries
- Exact tasting room seating capacity (about 30 estimated)
- Tour format, duration, price and dates (Lucia)
- Which restaurant partners may be named (Lucia)
- Commerce7 store and club sign-up URLs
- Label photo from Lucia for exact brand colours
- Google Business Profile access and whether its hours/address are current (Camila)
- Voice
- Personality
- warm
- straight-talking
- proud
- family
- unpretentious
- Tone
- Like a conversation on the terrace, not a glossy wine brochure
- Formality
- conversational
- Person
- we/you
- Ban words
- hidden gem
- nestled
- curated
- elevate your experience
- Reading level
- plain, general audience
- Bilingual note
- English and Spanish are equals; each written natively; family names and phrases carried through both
- Visual direction
- Mood
- Restraint expressiveness
- 0
- Classic contemporary
- -1
- Calm energetic
- -1
- Warm cool
- -2
- Refined raw
- 0
- Airy dense
- -1
- Serious playful
- -1
- Understated confident
- 1
- Typography
- Feel
- editorial with character
- Contrast
- medium to high
- Character
- magazine depth with warmth
- Font set
- editorial
- Colour
- Temperature
- warm
- Saturation
- rich
- Brightness
- mid to deep
- Accent strategy
- gold accents on deep red and warm neutrals
- Brand colours
- deep red (from label)
- gold (from label)
- Palette source
- existing label, exact values pending Lucia's photo
- Avoid
- cool corporate blues
- generic wine-country beige
- Contrast floor
- WCAG AA
- Layout
- Register
- magazine
- Density
- room to read
- Hero
- wide photograph of the vineyard against the Sacramento range
- Alignment
- editorial, mixed
- Grid
- magazine columns with images set into text
- Rhythm
- alternating story and visit sections
- Imagery
- Kind
- photography of vines, mountains, family, cellar, terrace
- Treatment
- natural, warm high-desert light
- Iconography
- minimal, line-drawn
- Motifs
- Sacramento mountain outline from the label
- Distinctive signals
- The label's mountain outline as a recurring line through the site
- Truly equal bilingual presentation with the language switch always visible
- Two balanced halves: The Land and the Wine / Visit Us
- Eduardo present in his own words and portrait, not only in history
- 'High desert surprise' as the opening idea
- Tension
- Proud and serious about the wine, but warm and unpretentious as a family welcome
- Assets
- Logo
- Status
- exists
- Description
- Label logo with mountain outline echoing the Sacramento range, deep red and gold
- Pending
- Photo of bottle label coming from Lucia
- Brand colours
- deep red
- gold
- Constraints
- Must have pages
- home
- story
- wines
- visit
- club
- shop
- events
- gatherings
- trade
- contact
- Languages
- en-US
- es
- Accessibility
- AA
- Ease of editing
- Owners want a simple dashboard; keep everything easy to update themselves