Some Tasting Notes
North Shore Winery is the only winery on Minnesota’s North Shore, located in Lutsen. I joined the team in 2022 as a freelance social media manager, and since then I’ve led a full refresh of their logo, menus, and overall brand identity.
Logo Redesign
The redesign features a silhouette of the winery itself—a black, corrugated metal shed-roof building on a hill overlooking Lake Superior. The goal was to capture a Scandinavian feel that reflects the heritage of northern Minnesota, while giving the brand a more sporty, elemental, and nature-forward identity.
Menus
The menu redesign followed the lead of the new logo—minimal, and intentional, but also packed with information on wine appellation, vintage, grape varietal, and both bottle and glass pricing.
Socials
Location is at the heart of North Shore Winery’s identity, and I aim to reflect that in every post. From photography to copy, I try to evoke the spirit of the North Shore in everything—natural, welcoming, and distinctly Minnesotan.
