I. DESIGN II. PROGRAMING & HOSTING
Groundfloor Wine Club
Founded in 2021 in San Francisco, Groundfloor is an inclusive community of people from all walks of life looking to build meaningful connections. As part of its membership, I founded the Wine Club, a sub-club that aims to provide access to exclusive tastings, events and discounts, as well as the opportunity to connect with other wine enthusiasts and experts. We believe that wine is more than just a drink – it's a cultural and artistic expression of a region and its people.
WHY?
To take my enjoyment of wine to another level.
I. DESIGN
Tastefully familiar.
One of the key parts about making the sub-club logo was incorporating an element of the Groundfloor logo, in this case, the icon. From there, I was free to play with a font that felt elevated, but still had that quirk factor that I think Groundfloor plays well with.
Part of what makes this project so much fun is its never finished. Each event presents the opportunity to design a new menu, or a promotional poster. Over the last two years, I’ve personally designed for and hosted over eight events.
II. PROGRAMING & HOSTING
Casual and educational alike.
Wine Club was the first sub-club at Groundfloor, and it started as a makeshift happy hour. Quickly, I instituted a theme, generally a region or varietal, and all that wished to join simply needed to try and bring a bottle within that theme. After a few months of that, it became clear that there were two kinds of people attending the happy hours: those who were looking for an excuse to drink and chat with friends, and those who had a genuine interest in learning something about the wine. From there, the Reserve Series was born.
The Reserve Series serves as a more intentional and curated wine tasting experience. Whether they’re a wine connoisseur or just getting started on their wine journey, its the perfect way to learn more about wine and discover new favorites.
I also hosted some off-shoot events, such as Italian Aperitivo, where I shared my love for Italian amaro and the history of two very popular drinks that have found almost a cult following worldwide – the spritz and the Negroni.
