Case study · Wine & Rose Museum · Sofia · Aug to Sep 2026 · live, still in progress
Wine & Rose, Sofia. A brand, an audience and a launch, built from a blank page.
In August 2026 a Sofia family with a wine cellar, a passion for the Bulgarian rose and a building being fitted out asked us to help them open a museum. There was no name, no logo, no social media account, no website and no press. There was, however, a very good story: over 140 years of wine in the cellar beneath their feet and a country whose vines go back to the Bronze Age. This page is what we have done together in the first month. The museum had not opened by 30 September 2026, so what you are reading is work in progress, and we will keep adding to it as the doors open and the numbers come in.
- 168,081
Facebook views, from no followers
- 111,387
people reached
- €0
ad spend
- 19
days, 25 August to 12 September 2026
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.
- Petal & Pour
- Sip & Scent
- Bloom & Barrel
- Wine & Rose✓ the one
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.
Direction one, Petal & Pour, applied. 
Direction three, Sip & Scent, applied. 
Direction two, Bloom & Barrel, applied. 
The mark, one drawing for both halves of the business. 
One line changes, nothing else does. 
Colour: the logo is one colour, the other four do the walls, the photography and the print. 
Montserrat, three weights, one family for both languages.
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.
- 168,081
Facebook views
- 753
Facebook followers
- 53,289
Instagram views
- 36,200
Instagram reach
- 8,600
views, top TikTok
See the feed for yourself: Facebook → · Instagram →
Update, 30 September 2026. The page kept going without a cent of advertising. Between 2 and 29 September 2026 the Wine & Rose Facebook page was seen 273,012 times by 176,787 viewers, all of it organic, and a 1936 photograph of the grape harvest, posted on 11 September, was seen 79.5 thousand times on its own.
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 press, the walls and the audio guide 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 our Marketing partnership looks like from day one, with branding, social media and graphic design handled by one team.
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.
We built the museum its own audio guide, and it is one of our favourite pieces of the whole project. Visitors open it on their own phone, with nothing to download and no login, choose their language and then pick a story either by its picture or by the number on the wall in front of them. There are 18 stories, from the first wild vines in the Balkans to the journey from rose blossom to rose oil, each one between about 40 seconds and two minutes long, told in English, Spanish, Italian and Russian. Visitors can slow the narration down, skip back ten seconds, read the text instead of listening, and see which stories they have already heard. The narration is an AI voice that we chose and checked against the approved English script, which is how a family museum can offer four languages from the day it opens. The guide is ready and the family are testing it ahead of the opening.
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.
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 think about how a story lands, and a wall is just a very large page.
How does the audio guide work on a visitor's phone?
The whole guide in 38 seconds 
Four languages 
18 stories by picture 
The number on the wall 
Read instead of listen 
Remembers your visit
Real screens from the guide, recorded on 31 October 2026 while the family test it ahead of the opening.
The walls
Wallpaper mural, 3.28 by 2.76 metres, first layout. 
Wallpaper mural, 3.28 by 2.76 metres, second layout.
Questions
How much of Wine & Rose's social media growth was paid for?
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None. There was zero advertising spend on Wine & Rose between 25 August and 12 September 2026, and every view, follower and interaction in this case study came from organic posting. The Facebook page stayed fully organic from 2 to 29 September 2026 as well, with 273,012 views.
What did Wonder Works actually do for Wine & Rose?
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The name, the brand identity and brand kit, the social media accounts and all of their content, the marketing plan, a four-language audio guide visitors open on their own phone, press and television outreach, the exhibition wall graphics and print-ready murals, and advice on visitor flow. One team, one monthly fee.
Is the Wine & Rose museum in Sofia open yet?
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Not yet. The museum had not opened its doors by 30 September 2026. 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 what Wine & Rose got?
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Yes. This is our Marketing plan, €1,500 a month at most, and it works the same way for a clinic, a manufacturer, a shop or a restaurant: everything marketing, handled by one team.
Where is Wine & Rose?
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In Sofia, Bulgaria. You can follow the museum on Instagram at wineandrosemuseum.
Want your version of this story?
Wine & Rose is on our Marketing plan: one team for brand, social media, design, press and the plan behind them, at €1,500 a month at most. We take on a small number of hand-picked clients, because we do the work ourselves and quality has a ceiling. If you are opening something new, or your business has never had all of this in one place, that is where to start.
Starting from a blank page?
Marketing, €1,500 a month at mostBrandAsk us anything.All case studies
