Don't Tell Mum

Don't Tell Mum

Don't Tell Mum

Project type

Web

Focus

E-commerce

My role

Lead Designer

Client

DTM Winery

'Don't Tell Mum' website displayed on a laptop sitting in a field of flowers.
'Don't Tell Mum' website displayed on a laptop sitting in a field of flowers.

Don’t Tell Mum is a wine brand run by two siblings, positioning itself against a market dominated by traditional, pretentious wine marketing. The goal was to make wine feel approachable for younger adults looking for easy-drinking options for dinner parties and beach picnics.

My role was to design an e-commerce website that balanced strong personality with clear conversion paths, while working within tight development constraints.

'Don't Tell Mum' website displayed on an iphone in the sky.
'Don't Tell Mum' website displayed on an iphone in the sky.
A close up of the 'Don't Tell Mum' website displayed on a laptop screen.
A close up of the 'Don't Tell Mum' website displayed on a laptop screen.

Design approach

Brand immersion

I joined the client on site during a lifestyle photography shoot. Experiencing the brand first-hand helped clarify what mattered most: authenticity.

The audience valued moments and experiences over wine knowledge, and any sense of “fun” needed to feel natural rather than manufactured.

Brand immersion

I joined the client on site during a lifestyle photography shoot. Experiencing the brand first-hand helped clarify what mattered most: authenticity.

The audience valued moments and experiences over wine knowledge, and any sense of “fun” needed to feel natural rather than manufactured.

Visual identity

The brand had existing guidelines, but they weren’t built for digital. I extended the visual language with a new typeface, additions to the colour palette, and simple geometric motifs.

The result felt youthful and expressive while staying aligned with the brand’s minimal, confident tone.

A screeshot from the 'Don't Tell Mum' website showing fonts mixed with imagery.

Example of the extended typographic system and expressive layout used across key brand moments.

Visual identity

The brand had existing guidelines, but they weren’t built for digital. I extended the visual language with a new typeface, additions to the colour palette, and simple geometric motifs.

The result felt youthful and expressive while staying aligned with the brand’s minimal, confident tone.

A screeshot from the 'Don't Tell Mum' website showing fonts mixed with imagery.

Example of the extended typographic system and expressive layout used across key brand moments.

The 'Cool Shit'

To avoid a purely transactional store, I designed a content hub that reframed the site as a lifestyle destination. This included curated Spotify playlists, recipe pairings, an interactive quiz, and a confession board where users could anonymously share their own “don’t tell mum” moments.

This content gave users reasons to return beyond purchasing and reinforced the brand’s rebellious, social personality.

A screenshot of the 'Cool Shit' section of the 'Don't Tell Mum' website.

The “Cool Shit” hub, designed to turn a transactional store into a repeat-visit lifestyle destination.

The 'Cool Shit'

To avoid a purely transactional store, I designed a content hub that reframed the site as a lifestyle destination. This included curated Spotify playlists, recipe pairings, an interactive quiz, and a confession board where users could anonymously share their own “don’t tell mum” moments.

This content gave users reasons to return beyond purchasing and reinforced the brand’s rebellious, social personality.

A screenshot of the 'Cool Shit' section of the 'Don't Tell Mum' website.

The “Cool Shit” hub, designed to turn a transactional store into a repeat-visit lifestyle destination.

Design refinement

Homepage concepts were explored and refined through client feedback. I worked closely with developers to ensure ideas were achievable within budget, testing multiple layouts for the “Cool Shit” section to balance engagement with performance.

Design refinement

Homepage concepts were explored and refined through client feedback. I worked closely with developers to ensure ideas were achievable within budget, testing multiple layouts for the “Cool Shit” section to balance engagement with performance.

The final website combines clear e-commerce flows with brand storytelling. The “Cool Shit” section became the emotional centre of the experience, turning a straightforward shop into a memorable digital destination that builds connection and repeat engagement.

See more work

See more work