The Wine & Rose lockup, cream on burgundy, Bulgarian and English side by side.
The name and the brand
How do you name a museum that is half wine and half rose?
The first job was to give the place a name people could say, remember and search for. Wine & Rose came out of a lot of conversation with the family about what the museum actually is: half the story is wine, half is the rose, and the building holds both. From the name came the mark, the colours, the type and the two taglines, one in Bulgarian and one in English, that now sit on the sign. We then wrote it all up as a working brand kit for the printers, the sign makers and everyone else who will touch the brand without us in the room, because a brand that only lives in the designer's head is not a brand.
Before the name
What did the other names look like before Wine & Rose won?
Three names made the shortlist before the family chose: Petal & Pour, Sip & Scent and Bloom & Barrel. Each one was taken all the way through to the things a museum actually needs, a business card, a social avatar, a neck tag for a bottle, an embroidered patch for the team, the entrance sign and the shop bag, because a name only proves itself once you see it on a bag someone is carrying down the street. The one thing all three shared, and the thing that survived into the final brand, is the mark: a wine glass whose bowl is two hands made of petals, holding a rose. One drawing that says wine and rose at the same time, drawn as a single line so it embroiders, cuts from metal and stamps into a cork, and works from a signage size down to a favicon without being redrawn.
Social media from zero
What happens when a museum with no followers starts posting?
The first post went out on 25 August 2026 to an account with no followers. By 12 September, with no advertising spend at all, the Facebook page had been seen 168,081 times by 111,387 different people, had 4,900 interactions and 753 followers, and people had spent a combined 25 days and 8 hours watching its videos. Instagram reached 36,200 people with 53,289 views in the same period, and TikTok, the youngest account, had its best video pass 8,600 views. One video about the cellar carried a large share of the Facebook figure on a single day, which is how organic reach works: you post consistently, and every so often one lands. What we are building is the consistency that makes that happen more than once.
The plan behind it
What was decided before anything was posted?
Before any of that was posted, we wrote the marketing plan: who the museum is for, what happens before opening, at opening and in the months after, which channels carry which job, and what gets measured. It covers the launch events, the loyalty and repeat-visit ideas, the shop, and the calendar of Bulgarian dates the museum can build content around. It is a living document and it changes as we learn.
The website
Who builds the website, and what do we do on it?
The museum's site runs on Shopify and is built by their own developer, and we work alongside him rather than around him. We set out the new site structure, planned the home page and are writing every word of it, in Bulgarian and in English, with search and AI search designed in from the start rather than added afterwards. At launch the site is deliberately small, a home page, the family's story and how to find the museum, with the shop and events following once the doors are open.
Press and television
How does a new museum get on television?
A museum opening is news, so we treat it as news. We have written to national and regional television, radio and news outlets on the family's behalf, and the family are ready to appear on camera and tell the story themselves, which is always better than a press release.
The walls
Why is a marketing company designing museum walls?
This is the part that surprises people about a marketing company. The museum's exhibition needed its story told on its actual walls: the entrance mural at 5.56 by 2.76 metres, a second wallpaper mural, the large square boards, and the bilingual exhibition panels that take a visitor from charred grape seeds found near Lovech in the Bronze Age to the vine as mother in a ninth-century Bulgarian text. We designed all of it, print-ready, and we advised on how the visitor moves through the space. We are not interior designers and we say so; we are people who think about how a story lands, and a wall is just a very large page.
What this shows
What does one team doing everything actually look like?
Nothing on this page was bought separately. The name, the brand, the social media, the plan, the website, the press and the walls were one team working as the museum's marketing department, which is the way we work with every client. If you are opening something, or running something that has never had all of this pulled together, this is what the first month can look like.
This is what the Marketing Partnership looks like from day one, with branding, social media, graphic design and the website handled by one team.
Straight answers
The things people ask us first.
How much of this growth was paid?
None. There was zero advertising spend between 25 August and 12 September 2026. Every view, follower and interaction on this page came from organic posting.
What did Wonder Works actually do for Wine & Rose?
The name, the brand identity and brand kit, the social media accounts and all of their content, the marketing plan, the site structure and home page copy in two languages, press and television outreach, the exhibition wall graphics and print-ready murals, and advice on visitor flow. One team, one monthly fee.
Is the museum open yet?
Not at the time of writing. This is a live case study and we will add the opening results as they arrive.
Can a business that is not a museum get the same thing?
Yes. This is the Marketing Partnership, from €1,500 a month, and it works the same way for a restaurant, a clinic, a manufacturer or a shop: everything marketing, handled by one team.
Where is Wine & Rose?
In Sofia, Bulgaria. You can follow the museum on Instagram at wineandrosemuseum.
Want your version of this story?
Wine & Rose runs on the Marketing Partnership: one team for brand, social media, website, design, press and the plan behind them, from €1,500 a month, capped at eight clients. If you are opening something new, or your business has never had all of this in one place, that is where to start.