Concept design for a fictional businessHospitality
Ember & Vine
Wine bar and restaurant, Fitzroy VIC
The concept
“The Late List”
The truest document in a wine bar is the list behind the bar at ten o'clock: handwritten, circled, crossed out. The whole site is that list after dark, lit from below by the fire, with torn dockets and notes in the margins.
01The home page, top to bottom
The home page on desktop and on a phone
What is real here
The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. Photos are AI-generated atmosphere.
02The brief
What the owner asked for.
Answers from the brief this concept was built from, in the owner's words. The business is fictional; the process is the one every customer goes through.
- Goal
- Bookings (booking request form for now) and walk-ins (bar seats kept for walk-ins)
- Customers
- Fitzroy and inner-north locals, Melbourne diners after a relaxed night out, couples and groups sharing plates, wine lovers chasing small Victorian producers, and people planning private dinners and events for up to 14.
- Tone
- Warm, a little rebellious, convivial, after-dark.
- Likes
- Candlelight, smoke, handwritten wine lists, Melbourne laneway energy.
- Never
- Stuffy fine-dining, gold foil, 'elevated dining experience' copy.
- Services
- Wine barWood-fired share platesDining roomPrivate dining and events
Final design review
4.17/ 5
Average across the 12-point design rubric, from a separate AI critic, after round 2. Nothing scored under 4.
Portfolio-ready
03The design system
Made for this business only.
Every Digisurge site starts with a named concept and a handful of signature devices, the recurring moves that make it recognisable. These are this site's.
Signature devices
- 01Handwritten notes and circled numbers in ember
- 02A torn paper docket for bookings and hours
- 03A live "fire's lit" status from the opening hours
Palette
- #15110F
- #221B18
- #F2E8D7
- #E86A2C
Typefaces
- GloockDisplay
- Schibsted GroteskText
- Covered By Your GraceAccent
04Every page
The rest of the site.
Like what you see?
Yours will look nothing like it.
That is the point. Your site gets its own concept, built from your business, your place and your customers.
$14 first month, then $59 a month, GST included