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 every model received, for both of its builds, 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