Bronconess Wine Project
Western Michigan University
Overview
The Leadership and Business Strategy program in Western Michigan University’s Haworth College of Business believes the best way to learn business is by doing business, that business is about profit and purpose, and that with courage and enthusiasm, anything is possible. We are proud to bring to the world Bronconess – a wine created and operated by students to honor the spirit of Broncos everywhere.
Goal
Expand the Bronconess brand to increase scholarship funds, while creating hands-on learning experiences for student leaders.
Outcome
During my time with Bronconess, we successfully launched a new wine product, secured distribution in major national retailers (Meijer, Trader Joe’s Costco), and expanded shipping capabilities to 34 states. These achievements helped grow the scholarship fund from $10K to $45K, directly supporting students’ educational journeys while providing real-world business experience for those managing the brand.
My Role
As Co-lead and Brand Designer, I directed teams of 7-9 students each semester, developing their leadership skills while pushing sales and supporting brand goals. I also led the creation and launch of Bronconess Peach Bubbly, designing the label and packaging while coordinating with our winery partner on production.
Methods
Brand strategy development, Packaging design, Retail partnership negotiation, Go-to-Market strategy creation, Leadership development for student teams, Market analysis and competitor research, Cross-functional team coordination, Business model innovation, Social media strategy
Tools
Adobe Creative Suite, Charcoal
Year
Fall 2019 - Fall 2021
Strategy
We positioned Bronconess as more than just a novelty university product by focusing on quality that could compete with established brands while telling a compelling story about educational impact. With Alumni as our target audience, there was an appreciation for both the scholarship mission, and the opportunity for students to learn how to run and grow a business. We differentiated ourselves through a business model where consumers directly contributed to students’ education with every purchase–turning wine buying into an act of community support.
Expansion
To extend our product line, we explored various wine styles that would appeal both our existing customers and new markets. After analyzing sales data and consumer trends, we identified a gap in our portfolio that could be filled by a semi-sweet bubbly offering. I developed multiple concept directions for the Peach Bubbly, creating mood boards and sketches that balanced the established Bronconess brand identity with a distinct personality for this new product.
Concepts
The final Peach Bubbly design maintained core Bronconess brand elements while introducing a fresh color palette and visual language that reflected the products quality. i created a label system that hihglighted the scholarhsip mission while still feeling premium and gift-worthy. The packaging was designed to stand out on retail shelves among national competitors, moving beyond the “college souvenir” look to a sophisticated wine.
Implementation
Bringing Bronconess to national retailers required navigating complex approval processes and wine industry regulations. We developed tailored pitch materials for each retail partner, highlighting both product and our mission. For certain retailers, we developed special displays that cummunicated value and maintained a premium positioning in store.
Bronconess in the news.
Key Learnings
Business as education
The Bronconess project revealed how powerful it is when education escapes the classroom and enters the marketplace. Students running this brand weren't just learning theory—they were negotiating with national retailers, analyzing real sales data, and making decisions with actual financial consequences. I learned that educational experiences with tangible outcomes create deeper engagement and prepare students for professional challenges in ways traditional coursework simply can't match. This insight continues to influence how I approach learning in all contexts.
Purpose-driven design
Creating a brand with scholarship funding at its core taught me how purpose amplifies design impact. The Bronconess visual identity needed to work harder than most wine labels—it had to sell a product while also telling a meaningful story about educational opportunity. I discovered that our mission-driven approach resonated with retailers and consumers in ways purely commercial brands couldn't match. Now I seek to infuse purpose into every design challenge, knowing it creates both emotional connection and market differentiation.
Leadership through coaching
Leading teams of students who rotated each semester forced me to develop a leadership style focused on rapid knowledge transfer and empowerment. Rather than doing everything myself, I learned to coach students through challenges, helping them develop skills they could apply both to Bronconess and future careers. This experience transformed my understanding of leadership from "being in charge" to "creating capability" in others—an approach I bring to every collaborative project.
Balancing professionalism with authenticity
The tension between creating a legitimate, competitive wine brand while maintaining authentic student involvement was constant. I learned to strike this balance by establishing professional standards and systems while creating space for student creativity and ownership. This delicate equilibrium—being taken seriously in the marketplace while staying true to our educational roots—taught me how to navigate dual identities in brand development, a skill that transfers to many complex branding challenges.
