Mama Vino

Some brands begin with a strategy deck. Mama Vino began with a chalkboard.

When Ella first designed the Mama Vino logo, it was sketched by hand, slightly messy, full of personality. That handwritten energy became part of the brand’s DNA. So when she began planning a tasting event at Aime Wine Studio in collaboration with Drink Amie, it felt important that this spirit carried through into the physical space.

Working with us

Our role at Behosted was not to reinvent Mama Vino, but to elevate the experience in a way that felt like hers. From the outset, we worked closely with Ella to understand what mattered most. She spoke about the chalkboard origins of the logo and her love for that imperfect, handwritten feel. That became our starting point.

We developed a concept that translated her visual identity into something guests could step into and interact with. The aim was to create a tasting experience that felt intimate, expressive and community-driven rather than overly styled or formal.

The outcome

The heart of the event was a communal table. Candlelight softened the room, while layers of A3 paper ran across the surface, echoing the idea of a blank page ready to be filled. Red crayon doodles referenced Mama Vino’s signature hand-drawn character, and florals in soft pinks and reds reflected the tones of her logo. Subtle lace detailing added warmth and texture without competing with the space itself.

Rather than designing a static setting, we wanted the environment to evolve throughout the evening. Guests were encouraged to write tasting notes directly onto the paper, sketch, react and engage with the table as part of the experience. The styling created the framework, but the atmosphere was shaped by the people in the room.

The end result

As the evening unfolded, the table became layered with handwriting, drawings and shared observations. What began as a carefully considered setup gradually carried the imprint of the community gathered around it.

That shift from styled to lived-in was intentional. Mama Vino has always been rooted in conversations and shared tables, and this event simply gave that energy a more intentional frame. It was not about perfection. It was about atmosphere, warmth and making people feel part of something.

At Behosted, we work with founders to translate their identity into physical environments that feel cohesive and elevated without losing authenticity. With Mama Vino, that meant honouring the chalkboard origins of her logo and transforming that handwritten spirit into a space people could gather around.