Goals and Objectives

Folio Fine Wines partnered with AP Keaton to shape the social identity of Spellbound Wines, transforming it into a lifestyle-driven brand that celebrates the celestial spirit of the lunar calendar. The mission was to:

• Establish Spellbound as a culturally relevant “Hot Brand”, making it the go-to affordable, approachable wine for everyday moments.

• Develop a social-first brand identity that translates seamlessly across Instagram and Facebook, with engaging visuals and copy.

• Build a community of like-minded individuals who resonate with the mystical, cosmic-inspired brand essence.

• Bridge the gap between social engagement and retail visibility through activations and influencer partnerships.

  
  

Visual Identity

Starting with just a logo and wine label, I spearheaded the creation of a cohesive, social-friendly brand identity that aligned with Spellbound’s celestial and mystical theme. My personal passion for astrology and the cosmos made this project especially meaningful, allowing me to craft visuals that truly embody the brand’s essence while remaining engaging and approachable.

Content Curation & Pillars

To establish Spellbound’s unique voice and engagement strategy, I researched and defined core content pillars that would resonate with the target audience:

Content Pillar: Wine Horoscope

What’s in the stars for your week? More importantly, what should you be drinking?

Content Pillar: Sky Pairings

Playful, zodiac-driven content paired with engaging visuals kept the audience coming back for weekly cosmic wine pairings.

Content Pillar: Rituals

Whether preparing for a full moon ritual or winding down after a long day, Spellbound became an integral part of daily and celestial routines, reinforcing its presence in intimate, everyday moments.

Influencer Activations

A significant driver of engagement came from influencer collaborations, where I designed custom notecards, kits, and packaging to create unboxing moments that felt personalized and shareable. These activations not only boosted engagement but also organically expanded the brand’s reach.

Experiential Activation Design

Spellbound had the opportunity to make its mark at major music festivals like iii Points, with a fully immersive brand activation. The goal was to design a modular 20’ x 20’ festival experience, adaptable to various festival settings—whether using standard tents or a custom-branded shade structure.

The activation was designed to blend Instagram-worthy moments with sampling stations, ensuring festival-goers could experience the brand in a tangible way. I led the design of renderings and motion graphics for the activation proposal, creating a vision that would excite both clients and festival organizers alike.

Final Impact

Through a refined brand identity, immersive social strategy, and engaging activations, Spellbound Wines successfully positioned itself as a lifestyle brand that blends celestial mysticism with everyday indulgence. The combination of thoughtful digital content, strategic influencer partnerships, and experiential marketing created a dynamic brand presence, driving awareness, engagement, and conversions.