MICHAEL ROS WINERY | FRED'S TEXAS CAFE | HARVEST COMMUNITY
Michael Ros Winery | A Little Ole Winery, Deep In The Big Heart Of Texas
In 2018, the first grapes were planted across __ acres in the Texas High Plains, quietly marking the beginning of something extraordinary: Michael Ros Winery. While vines rooted into the soil, the brand’s identity began to take shape—a heartfelt vision crafted by Mike and Rosann Mitrione. What started as a labor of love quickly became a full-blown dream in motion.
Through a referral from long-time collaborators Anderson-Hanson-Blad, I was brought on to help bring this vision to life. With no existing brand and only an idea and a name, we set out to create something authentic and enduring from the ground up—designing not just a winery’s visual identity, but shaping its entire story and presence.
The Challenge
Michael Ros Winery began as a true blank slate—with no brand, no logo, and no visual identity. Entering the competitive and saturated market of Texas wine country, the founders faced the daunting task of standing out among well-established names. Uniquely, the wine came first—bottled and sold before the physical winery had even broken ground. This was a fully self-funded, grassroots endeavor where every dollar and decision counted. With no clear definition of their target audience and minimal staffing, the team relied heavily on friends and family to help bottle their early vintages. What started as a side hustle quickly evolved into a full-time venture, demanding agility and creativity from all involved. From building a complete digital presence—including a custom website, email marketing, social media, and Google reviews—to designing every physical touchpoint like labels, corks, wrappers, and packaging, every element had to be conceived, created, and executed on a tight timeline and even tighter budget. It was brand-building in its purest, scrappiest form—and that’s what made it so powerful.
The Opportunity
The opportunity to build Michael Ros Winery from the ground up was a rare and exciting challenge—one that required blending authentic storytelling with strategic brand development. The journey began with a phased approach: first crafting a compelling identity for the wine itself, then expanding that into a full-scale brand for the physical winery. Establishing a strong, loyal following was essential, leading to the creation of a well-branded wine club that became a cornerstone of the business. With Fredericksburg’s thriving wine tourism scene as a backdrop, the strategy focused on leveraging the location’s potential while activating the local community—turning volunteers, wine club members, and visitors into passionate brand advocates. Every element of the experience, from signage and interior design to uniforms and events, was carefully curated to create a seamless, immersive brand presence. The introduction of Michael Ros Winery was designed to leave a lasting impression across multiple touchpoints—through thoughtful packaging, engaging events, dynamic social media, and unforgettable in-person experiences.
The Execution
A full-service brand strategy was put into motion, including:
• Brand Identity: Logo design, messaging, typography, and color system
• Website & Digital Presence: Custom website with integrated POP, SEO, and social media strategy
• Environmental Branding: Winery signage, tasting room design, merch, and event experiences
• Product Design: Labels, corks, wrappers, and bottle sourcing
• Marketing Collateral: Print materials, promotional pieces, photography direction
• Social & Email Campaigns: Consistent content calendar, launch announcements, event promos
• Grassroots Marketing: Local partnerships, word-of-mouth campaigns, and community engagement
• Event Marketing: Volunteer bottling parties, soft launches, club member events, and on-site entertainment
• Vendor Management: Coordination with printers, bottle suppliers, and digital development teams
The Results
• Multiple bottlings completed before the winery officially opened in 2023
• Founders Wine Club sold out within 30 days of announcement
• Website launched with e-commerce functionality and strong UX
• Active social presence across Instagram, Facebook, and email
• Winery open 4 days a week with regular events and entertainment
• Featured in ongoing media discussions with D Magazine, Texas Monthly, Houston Magazine
• Award-winning wines recognized by: Texsom International Wine Awards 2024, Lone Star International Wine Competition 2024, San Antonio Wine & Rodeo International Wine Competition 2024–2025, Rodeo Uncorked! International Wine Competition 2025, Finger Lakes International Wine Competition 2024
Key Tactics & Deliverables
Brand Strategy & Identity Design
Logo & Visual System
Packaging Design (Labels, Corks, Bottles)
Website Design & Development
Photography Direction
Environmental & Signage Design
Email, Local Store Marketing & Social Media Content Strategy
Event Branding & Marketing
Vendor & Production Management
Media Partnerships & Promotions
Uniform Design & Print Collateral
Takeaway
Michael Ros Winery was more than a branding project—it was a partnership grounded in trust, passion, and perseverance. Building their brand from a raw idea into an award-winning winery was a journey that proves what’s possible when great storytelling meets bold vision and good wine.
Photography: Michael Ros Winery
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Fred's Texas Cafe | A Fort Worth Icon Reinvented
Founded in 1978, Fred's Texas Cafe has been a beloved burger and beer joint in Fort Worth, Texas for over four decades. Known for its "chef-inspired" Chuck-Wagon style menu featuring authentic Texas cowboy camp cuisine, Fred's has consistently earned the title of "best burgers in Fort Worth" from local publications.
The Challenge
Despite its storied history, Fred's Texas Cafe faced declining sales and an aging customer base. The revitalized West 7th District was attracting a younger, more active crowd, necessitating a brand rejuvenation while maintaining Fred's authentic roots and culture.
The Solution
A comprehensive rebranding strategy was implemented to breathe new life into Fred's Texas Cafe:
1) Brand Identity Refresh: The logo was redesigned, and a new brand look was established based on Fred's true DNA, guided by a sensory exploration that led to the company's "Why/Purpose" statement.
2) Menu Innovation: Collaboration with owners and the head chef resulted in a modified, fresh menu that honored Fred's traditions while appealing to new tastes.
3) Physical Renovation: All three Fred's locations underwent a complete rebrand, including new signage, furnishings, plateware, table-top items, and wall decor.
4) Marketing Overhaul: A new marketing strategy was developed, including updated collateral, enhanced bar/food promotions, and revamped social media strategies.
5) Customer Engagement: An email database was implemented for ongoing brand engagement.
The Results
The rebranding efforts yielded impressive results:
• 113% growth in social media activity on Facebook and Instagram
• Steady increase in bar sales, particularly beer, across all locations
• Consistent implementation of marketing promotions for food, beverages, and entertainment
• Named "Best Burger" in 2017 by Fort Worth Weekly
• 26% increase in media awareness and publicity since 2017
• Recognized for "Best Queso/Chips & Hand-Cut Fries" (Editor's Pick) in 2018 by Fort Worth Weekly/DFW.com
• Successful 40th anniversary celebration in 2018, coinciding with the remodel of the original Fred's location
The Results
The rebranding strategy encompassed a wide range of tactics, including:
- Brand identity and logo redesign
- Brand messaging and photography
- Website design and development
- Environmental and signage design
- Advertising and social media campaigns
- Local store marketing initiatives
- Beverage vendor partnerships
- Uniform and packaging design
- Event marketing and radio promotions
- Print collateral and promotional materials
Recent Developments
As of 2025, Fred's Texas Cafe continues to evolve and expand:
• In June 2024, Fred's announced plans to open a new 4,800 sq ft restaurant in downtown Crowley, Texas, set to open in late spring 2025.
• This expansion marks Fred's first venture beyond Fort Worth city limits and coincides with its 46th birthday celebration.
• The Crowley location is part of a larger growth plan to introduce Fred's flavors to more North Texans and beyond.
• Fred's remains committed to preserving its Texan charm and hospitality while expanding its reach.
Fred's Texas Cafe's successful rebranding and expansion demonstrate how a beloved local institution can evolve to meet changing market demands while staying true to its roots. By embracing innovation and maintaining its authentic appeal, Fred's has positioned itself for continued success in the competitive restaurant industry.
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Harvest by Hillwood Communities | Where Modern Living Meets Timeless Tradition
Rooted in the simplicity of rural life, Harvest is a 1,000-acre master-planned mixed-use development in Argyle, Texas. Designed to embrace sustainability, healthy living, and a strong sense of community, this innovative project redefines modern Texas living with a fresh, tradition-inspired approach.
The Challenge
As a newly established brand, Harvest faced the challenge of seamlessly blending the developer’s vision with the marketing team’s strategic directives. Maintaining a consistent brand identity across multiple platforms was essential to engaging diverse target audiences, including first-time homebuyers, empty nesters, young families, singles, and suburban professionals.
Additional Challenges
The brand development also needed to uphold Hillwood Communities’ Five "Live Smart" Principles:
1) Environmental Stewardship – Sustainable planning and green initiatives
2) Education & Enrichment – A commitment to learning and growth
3) Technology – Smart solutions for modern living
4) Healthy Living – Encouraging active, wellness-focused lifestyles
5) Sense of Community – Fostering neighborly connections
The Solution
Joining Hillwood’s external marketing team on a contract basis, I played a pivotal role in building and maintaining brand consistency across all marketing touchpoints. My contributions included:
• Graphic design & environmental design – Creating a visual identity that aligned with Harvest’s mission
• Website & digital concepts – Designing a website that told both the Hillwood and Harvest stories, emphasizing history, purpose, and future vision
• Advertising & copywriting – Crafting compelling headlines and copy tailored to each target audience and publication
• Signage & way-finding solutions – Developing realtor and community signage that reinforced Harvest’s identity and values
• Sales materials & print collateral – Producing engaging and informative materials for realtors and model home displays
• Event branding & marketing support – Ensuring cohesive messaging for community events, including on-site farmer’s markets and realtor engagement
With Phase 1 executed during the initial home-building stage, all marketing and branding efforts were strategically designed to attract, engage, and inspire prospective homeowners while staying true to the "Live Smart" philosophy.
The Results
– 2019 Master-Planned Community of the Year – Awarded by the Dallas Builders Association
– 3,900+ single-family homes sold to date
– Two new elementary schools opened within the community in early 2020
– 80 acres of shopping & dining selected for future development in 2022
– A thriving farmers market supported by community members tending over 150 garden plots at Harvest Farms
– 3,900+ single-family homes sold to date
– Two new elementary schools opened within the community in early 2020
– 80 acres of shopping & dining selected for future development in 2022
– A thriving farmers market supported by community members tending over 150 garden plots at Harvest Farms
Key Tactics & Deliverables
• Brand Identity & Messaging
• Copywriting & Advertising
• Website & Digital Design
• Environmental & Signage Design
• Social Media & Digital Campaigns
• Event Branding & Graphic Support
• Print Collateral & Sales Materials
• Mobile App Interface Design
• Copywriting & Advertising
• Website & Digital Design
• Environmental & Signage Design
• Social Media & Digital Campaigns
• Event Branding & Graphic Support
• Print Collateral & Sales Materials
• Mobile App Interface Design
With a strategic, brand-focused approach, Harvest has grown into a vibrant, award-winning community—a testament to the power of thoughtful marketing and storytelling.
