Case study

LeCru

A refined UAE wine and spirits ecommerce experience shaped around a house of brands, responsible access, and product discovery.

Status: Completed
Field: Premium ecommerce
Year: 2025
Client: LeCru

Visit LeCru ↗

LeCru combines a premium house-of-brands presentation with practical ecommerce foundations for the UAE market. The experience includes brand and product discovery, age verification, consent controls, and a responsive retail system designed to keep the catalogue visually disciplined. Content spans heritage stories, bottle and brand families, hospitality context, warehouse capability, and product-level imagery. The web system gives those assets a consistent structure while placing responsible access before catalogue browsing.

Capabilities

House-of-brands architecture

Brand identities, heritage stories, and individual products remain distinct inside one coherent retail system.

Responsible access

Age verification, consent management, and market-aware legal content establish the access boundary before discovery.

Editorial product discovery

Photography, brand narratives, product families, and responsive navigation support both browsing and sales context.

Hospitality positioning

The platform speaks to premium retail and hospitality buyers without reducing the offer to a generic product grid.

Reusable content model

Hero stories, brands, products, questions, and contact routes share maintainable presentation patterns.

Responsive visual discipline

Wide campaign imagery and tall bottle photography retain hierarchy across desktop and mobile.

Product views

Rendered LeCru homepage with House of Brands hero and collection entry point — The homepage combines LeCru's house-of-brands position, premium editorial typography, and a direct collection route.

Rendered LeCru brands page with category filters and restrained catalogue styling — The brands route establishes the light catalogue system and its category-level discovery controls.

Rendered LeCru About Us page with cellar imagery and editorial headline — The About route uses full-bleed cellar imagery and large editorial type to carry the company story beyond product listings.

The operating challenge

Many brand identities, one responsible storefront

The platform needed to preserve the character of each brand while maintaining clear access, consent, and market context for a regulated category.

Inconsistent brand assets
Complex catalogue hierarchy
Responsible-access requirements before discovery

Solution

A disciplined house-of-brands system

Reusable editorial and product structures support the catalogue, with age and consent controls at the start of the experience.

Normalize brand and product presentation
Build responsible access and consent flows
Preserve campaign imagery across responsive layouts

Technology and delivery

Next.js
React
TypeScript
Tailwind CSS
Ecommerce architecture

Where it works

Premium retail
Brand portfolio presentation
Regulated ecommerce