Don't Tell Mum

Don't Tell Mum

Don't Tell Mum

Project type

Web

Focus

E-commerce platform

Role

Senior Product Designer

Client

DTM Winery

'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.
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 their lifestyle photography shoot to understand the brand's authentic personality.

This informed the design direction: the audience valued moments and experiences over wine knowledge, so the site needed to feel naturally fun rather than trying too hard.

Brand immersion

I joined the client on site during their lifestyle photography shoot to understand the brand's authentic personality.

This informed the design direction: the audience valued moments and experiences over wine knowledge, so the site needed to feel naturally fun rather than trying too hard.

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

I designed and tested multiple homepage concepts, working closely with developers to balance creative ambition with budget constraints.

The "Cool Shit" section went through several layout iterations to optimise for engagement without sacrificing performance.

Design refinement

I designed and tested multiple homepage concepts, working closely with developers to balance creative ambition with budget constraints.

The "Cool Shit" section went through several layout iterations to optimise for engagement without sacrificing performance.

The site delivers clear e-commerce flows wrapped in strong brand storytelling. The "Cool Shit" hub transformed a transactional shop into a lifestyle destination, giving users reasons to return beyond purchasing and reinforcing the brand's personality at every touchpoint.

See more work

See more work