WORK: The Reed Street Bottle Shop is my own business! A thoughtfully curated wine shop rooted in quality, education, and approachability. I developed the full brand identity, website and e-commerce experience, and ongoing marketing and social presence. Every decision from typography to tone of voice has been shaped by how the shop operates in the real world and how customers engage with it.
RESULTS: A cohesive, recognizable brand that resonates locally and beyond—and one that has been recognized by Food & Wine as one of the Hudson Valley’s best wine destinations.
Case Study: Rethinking the Wine Club Model
PROBLEM: Declining alcohol consumption, shifting customer habits, and broader economic caution have made the category harder to activate than ever.
OBJECTIVE: Reignite customer engagement and drive retail sales without asking customers to commit to another recurring subscription.
STRATEGY: Design a more flexible wine club built for the current economic climate. Instead of a traditional subscription, customers opt into monthly curated drops. No contracts, no automatic charges. Each release follows a “one-and-done” format, available for a limited time before the next drop arrives. The approach preserves the discovery and community of a wine club while creating urgency around each monthly offering.
IMPACT: The program delivered strong engagement and retail momentum: 49% email open rates, 2.5% click-through, and 10% online conversion, with greater participation in-store. Each monthly drop has sold out within its first two weeks, aligning with a 15% year-over-year sales lift during the first week of January, February, and March—helping generate momentum during a traditionally slower retail period.
Visual Identity
Capsule Merch Collection
