Angela Vineyards

experience design & strategy
Hospitality & Lifestyle

Role

  • Tasting Experience concept development & launch strategy
  • Steps of Service design & hospitality training
  • End-to-end event production & project management
  • Experiential strategy & creative concepting
  • Marketing strategy & campaign development
  • Community building & cultural partnerships
  • Product launch experiences & activations
  • Creative direction for experiential campaigns
  • Content strategy for hospitality & lifestyle brands
At Angela Vineyards, I designed a fully integrated tasting experience that reimagined traditional wine hospitality as an immersive, journey-driven environment.

The experience unfolded through the vineyard itself, guiding guests from a welcome moment at the top of the hill through curated tastings, storytelling, and food pairings. Spatial flow, atmosphere, and interaction were central to the design, balancing education with play and connection.

Creative direction extended across every touchpoint, from unconventional service elements like wines poured from Erlenmeyer flasks to a distinct visual identity expressed
through uniforms, music, and culinary partnerships.

Alongside the on-site experience, I led brand and engagement strategy during the onset of COVID, developing digital tastings, email campaigns, and wine club initiatives to maintain connection and drive growth.

The result was a vibrant, accessible program that transformed how guests engaged with the brand—shifting from passive tasting to a memorable, place-driven experience.

Photography: One Haus Creative

Role

  • Experience Design & Strategy
  • Concept Development
  • Program Leadership
  • Guest Journey Design
  • Team Leadership
A hand holds a blue card with a pink flower illustration and red leaves. The card has the text return to the vines at the bottom. The background shows a blurred outdoor landscape.People sit on white chairs under leafy trees near an Airstream trailer, enjoying a sunny outdoor gathering with a scenic field in the background. Sunlight filters through the branches above.
A picnic scene on a colorful blanket with cookies, sandwiches, drinks, wine, sparkling water, and a person wearing checkered shoes reaching for a glass; grass and sunlight in the background.A group of people walk together along a dirt path through vineyards and open fields, surrounded by trees and farmland under a blue sky with wispy clouds.
A person with long blonde hair wearing a blue cap and a pink tie-dye shirt stands outdoors in front of green fields, slightly tilting the cap brim down to partially cover their face.Three bottles of Angela Vineyards wine are chilling in ice. The labels are visible, showing different varieties, including Chardonnay and a red wine, each featuring artistic illustrations of plants.A hand holds a glass of rosé wine above a table with playing cards, strawberries on a plate, and a wine bottle on a green tray with colorful napkins.
A hand with a crescent moon tattoo holding up a bottle of rosé wine against a bright, glowing sky.A table set with wine glasses, water glasses, menus, and a plate of chocolate-covered pastries. Two people are holding menus and wine glasses, and napkins are placed in a tin container on the table.
A hand holding two upside-down wine glasses by their stems, with sunlight casting striped shadows on the surface below.Two women sit on a blanket having a picnic in a vineyard at sunset, each holding a drink. Colorful pillows, a wine bottle, and hats are on the grass, with sunlit grapevines in the background.
A woman in a white dress sits on a blue picnic blanket outdoors at sunset, smiling and holding a sandwich with various fillings. The background is green and sunlit.A person in blue jeans holds a beige tote bag with a pink floral design, carrying two wine bottles, standing on grass near a silver vehicle with a visible license plate.
A person with green nail polish pulls open the pocket of a white t-shirt, revealing a colorful graphic of a blue and pink bottle printed above the pocket.A person holding a glass of white wine and a bottle labeled angela vineyards Chardonnay outdoors, with green grass and yellow flowers in the background.
A tattooed hand holds up a wine bottle against a bright blue sky, with sunlight shining through the bottle and creating a glowing effect around it.A colorful spread of takeout food, including sandwiches, tacos, chips, dip, lime wedges, a slice of cake, a bottle of wine, and a hand dipping a chip into sauce, all arranged on a light blue table.
A plate of ice cream with sprinkles, topped with two waffle cones and a macaron, sits on a pink surface next to fresh strawberries, scattered sprinkles, a wine bottle, and a tipped-over wine glass.A rectangular cake with “Good Riddance 2020!” written in red icing sits on a bright blue table. The cake is partly smashed, with a hand grabbing some, surrounded by decorations, disco balls, and scattered crumbs.A colorful illustration of a person riding a scooter on a sunny road, with trees and plants in the background, lies on a light tabletop next to a glass of white wine.
DHW is about designing experiences that make people feel welcome. Informed by hospitality and real-world practice, the work is shaped by how people move through and experience a space, from the first hello to the final goodbye.

Select Clients

James Beard AwardsAbigail Hall High TeaGabbianosTake TwoAngela Vineyards
© Dear Heather Wallberg 2025
Privacy | Terms & Conditions