Wednesday, June 19th, 2013

Australian digital agency CDAA has created a ground breaking website for Mollydooker Wines that combines recent technology advancements with whimsical creativity to produce a digital experience that redefines the wine industry standard.Utilising technology usually seen in video games, CDAA has brought the Mollydooker characters to life as they take website users on a journey through a fantasy winery.

Mark Burge, Creative Lead at CDAA, said, "Mollydooker pride themselves on their unique brand of wines.  They aim to set themselves apart from other wineries and in order to tell their story effectively their new website needed to showcase their product range in away that would get people talking."

After brainstorming ideas for the site with Mollydooker's CEO, Sarah Marquis, and Graphic Designer, Sue Rattanonda, Burge and the team at CDAA decided to use a parallax effect usually seen in video games to give the website depth and a 3D effect. 

Burge added, "Mollydooker have these fantastic characters and a great brand story. We wanted to create a website experience that lets users delve into the fairy tale world Mollydooker has created."

"Playing on the whimsical nature of the Mollydooker branding, we thought wouldn't it be great if these carnival-like characters that feature on the Mollydooker bottles were running a winery where bottles of wine simply grew out of the ground."

The concept flourished from there and the characters (and their wines) have now been brought to life in their own virtual winery.

The Parallax effect gives the website a life of its own. You become totally immersed into the Mollydooker experience as you stroll through the vineyard.

The website also includes sophisticated social media integration allowing Mollydooker to connect with their 5,500 strong fans without having to constantly update multiple platforms.

Facebook news and gallery feeds are fed seamlessly into the site and are fully integrated into the brand design, ensuring the website is constantly up to date with the latest news, events and photos without disrupting the user experience.

Another important requirement for Mollydooker was the inclusion of e-commerce functionality. With over 80% of Mollydooker's wine being sold in the United States every year, a comprehensive, global, e-commerce functionality was required in order to look after Mollydooker's customers.

The resulting website is a culmination of great design, creativity and customised application development that provides a unique and engaging
experience for the website visitor and drives sales.

Gerard O'Connor, Chief Executive, CDAA stated, "The Mollydooker project is one of CDAA's standout projects for 2013. We are very proud to have been able to realise the vision of this iconic South Australian wine brand in a digital medium to a global audience."

Contact Profile


CDAA is an Australian certified web company based in Adelaide with a focus on ‘improving the web' for clients including federal and state government, private enterprise and member based organisations by providing website, software, mobile and digital marketing solutions.

CDAA is a Microsoft Certified Partner, Google AdWords Certified Partner and a Certified Solutions Partner for Sitecore and DotNetNuke website content management platforms. CDAA is also a strategic hosting partner for Macquarie Telecom and WebCentral, a subsidiary of Melbourne IT.

Andrew Rofe
P: 08 8365 6577


Web design, web technology, web site, website



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