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GALLO PROJECTS
Half of this work was inventing brands from a blank page, figuring out what a product should be called, look like, and stand for before a single bottle existed. That meant sitting in rooms with no precedent to lean on, just a strategy, a market gap, and the pressure of a launch date. The other half was growing brands that already had momentum and a built-in audience with opinions, finding the next chapter without rewriting the ones that came before.
Both jobs demand the same discipline pointed in opposite directions. Building new asks you to manufacture conviction out of nothing. Extending an established brand asks you to read the room well enough to know which parts of the house you're allowed to remodel and which ones you leave exactly as they are.
Client
GALLO WINES
DELIVERABLES
BRAND, DESIGN, STORYTELLING, COPYWRITING,
GTM PLAN
Year
2024-2026
Role
creative direction, strategy, identity
VINZO'S - 'Pizza Wine'
Younger drinkers aren't picking up wine the way previous generations did. Vinzo's, codenamed Pizza Wine, is a single-serve tetra box built for pizza parlors and fast casual spots, using Dave Portnoy's One Bite reach to make wine feel as easy and unpretentious as a slice. Launching nationwide in 2026, it starts in mom and pop pizzerias to prove the consumption context before scaling into mainstream retail.
BAREFOOT WINE
A social media overhaul built on bold, vibrant primary colors that trade the wine category's usual restraint for something warmer and more playful. The work leans into fun without losing sophistication, casual enough to feel like a friend's recommendation, polished enough to still feel like a brand worth trusting.
HIGH NOON
Ongoing social content built to keep the Surf's Up campaign alive between big moments, easy, sun-bleached, built for scrolling past a feed that's mostly trying too hard. The same system flexed to introduce new products in real time, including the Lucky One lemonade launch in partnership with Dave Portnoy, proving the brand voice could carry a campaign and a product drop with the same confidence.
