Brand Development
FlorVino
Texas Hill Country's flower winery. Built to bloom.
Project Overview
Brand strategist and creative director for a Texas Hill Country flower winery — built the character system, eight-drop merch calendar, and growth strategy presented to a Texas A&M investor audience.
The Challenge
FlorVino had a distinctive product and a strong founder voice but no cohesive brand architecture, no repeatable content engine, and no commercial system to convert fans into a year-round audience. The work had to be ownable, scalable, and unmistakably Hill Country.
My Role
What I owned end-to-end.
- 01Brand architecture and character system
- 02Merch drop calendar and product line
- 03Instagram-first campaign and growth strategy
- 04Texas A&M investor presentation and roadmap
Strategy
The thinking before the doing.
Characters as the brand
Built a six-wine character system — each with a varietal, archetype, and visual identity — so fans collect characters across drops and the brand has a cast, not just a logo.
Events as content production days
Built every dinner as a content shoot: pre-set shot list, post-event editing workflow, and a month of usable content from every service.
A drop calendar, not a content calendar
Eight planned drops a year — Father's Day, July 4th, Harvest, Halloween Circus, Holiday, Valentine's — each its own campaign with merch, posters, and social acts.
Execution
How it actually got built.
Three workstreams that turned the strategy into a working system — with the artifacts to prove it.
Brand voice & tone system
Documented voice principles, do/don't language, and example captions across formats — so anyone writing for FlorVino sounds like FlorVino.
Visual standards
Color, typography, photography direction, and Instagram grid composition principles — codified into a short, usable reference.
Event content workflow
Shot list, editing presets, caption frameworks, and a publishing cadence built around the event calendar.
Deliverables
What was handed over.
- 01Brand architecture & six-character system
- 02Eight-drop annual merch calendar
- 03Product line — tees, crewnecks, totes, tumblers, coasters
- 04Instagram-first campaign strategy
- 05Texas A&M investor presentation deck
- 06Seasonal poster + campaign creative
Selected Artifacts
Outcome
A complete brand system — six wine characters, an eight-drop annual calendar, and a strategic roadmap presented to a Texas A&M investor audience.
6
Wine characters in the cast
8
Merch drops on the annual calendar
1
Investor presentation delivered