In an era when print was supposedly dying, a DTC wine brand decided to launch a magazine. Not a newsletter, not a digital lookbook. A real oversized print publication, designed to make people stop whatever they were doing and just look. It ran at 50,000 copies each edition. Subscribers wrote in about it. Outside brands asked to be included. There was no elaborate brief. Just a belief that some things only work at that scale.
I owned every part of it. Masthead design, art direction, content curation, photography direction, and print production. Every issue was built from scratch, with no editorial team, no established template, and no existing playbook to follow.
A Matter of Taste Magazine
The goal with every edition was the same: make something worth keeping
The magazine extended into a branded email series, carrying the same editorial voice and visual language into the inbox.
Wine club members received it with their monthly shipment and treated it like something worth holding onto. They wrote in. They saved their copies. Outside brands and partners reached out asking to be featured. What started as a print piece became the emotional center of the membership experience, the thing that made the brand feel like more than a wine club.
Print isn't dead.
It just needs a reason to exist.
