Tooth & Nail Winery
Brand Strategist, Creative Director and Brand Manager for a multifaceted wine company.
The Ask
Tooth & Nail Winery was an established and multifaceted wine company with multiple brands and revenue streams, including direct-to-consumer sales, wine club, and events. However, the brand lacked a unified strategy and cohesive identity across its portfolio.
Leadership was also seeking to evolve the brand to attract a younger, more culturally engaged audience, without losing its existing customer base. The challenge was to streamline the brand ecosystem while repositioning Tooth & Nail as a destination that felt both elevated and relevant.
I led a comprehensive brand and growth strategy to unify the business and reposition Tooth & Nail within the market.
The Solution
Within months, Tooth & Nail evolved from a traditional winery into a distinct, experience-led brand known for its bold identity and cultural relevance and continued to scale at a rapid rate through community.
The winery became a destination on California’s Central Coast, attracting both local community and traveling consumers seeking a more dynamic and modern wine experience.
Key Initiatives
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Developing a cohesive brand strategy across four core wine labels, aligning each with a clear role within the broader portfolio.
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Repositioning the Tooth & Nail master brand, evolving it into a sophisticated yet unconventional winery that challenged traditional industry norms.
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Executing a full brand refresh, including visual direction, tone of voice, and digital presence to reflect a more modern, edgy, and experience-driven identity.
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Building a social and content strategy designed to attract and engage a younger demographic, while maintaining authenticity and connection with the existing audience.
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Elevating the winery as a cultural destination, integrating events, art programming, and community-driven experiences into the brand narrative.
The Results
Grew social media presence from 5,000 to 20,000+ organic followers, building a highly engaged and aligned audience.
Tripled wine club membership within two years, significantly increasing recurring revenue and customer loyalty.
Secured national recognition, including features in The New York Times, elevating brand credibility and visibility.
Successfully repositioned Tooth & Nail as a go-to destination for millennials, driving increased foot traffic through curated experiences such as industry nights, art programming, live music, and community events
20,000 Followers
Tripled Membership
New York Times