NWFA · 5 Instagram routes — one design language (The Label) 1 register3 manifesto4 conversion homepage →
Five routes · same system

One look, five strategies

The visual language is settled — cream, dark green, bronze, lowercase, the disclosure label. What's not settled is how you run the account. These five routes use the exact same design system but optimise for five different goals. Each is a defensible choice; they're not ranked. Pick the argument that matches what this account needs to do in the next 12 months. They can also be layered — e.g. a Register backbone with a Conversion push in the campaign window.

ROUTE 01

the register

the feed as a living catalogue
Natural-wine people are collectors and nerds. Make the whole feed a register: every grower gets a numbered disclosure label (no. 01 → no. 60), revealed one by one. The line-up is the content.
argues
radical transparency + completionism. "Did they drop no. 17 yet?"
best for
differentiation & an evergreen content engine that never runs dry
trade-off
uniform; needs real per-maker data; light on "fun"
cadence
steady — 3–4 maker drops a week, building to the date
the makersno. 01
oller del mas
catalonia, es
farmingbiodynamic
sulphur<20 mg/l
the makersno. 02
le coste
lazio, it
farmingorganic, wild
sulphurnone
the makersno. 03
gut oggau
burgenland, at
farmingbiodynamic
sulphur<10 mg/l
ROUTE 03

the manifesto

a point of view, not a poster
Differentiate on opinion, not logistics. Type-led, dark-green editorial posts and teaching carousels that argue the philosophy and explain natural wine. Positions NWFA as the smart, opinionated voice of the scene.
argues
authority + brand. Quotable, screenshot-able, press-worthy
best for
building a distinctive reputation and PR pull
trade-off
copy-heavy; lower frequency; not directly selling tickets
cadence
low & deliberate — 2 strong pieces a week
below the hype
it's just
common sense.
a field guide · 01
what is
natural
wine?
swipe to learn →
nothing
added.
nothing
taken away.
united by wine
ROUTE 04

conversion

every post earns a ticket
The account exists to sell a one-day event. Every post moves someone toward a ticket: countdowns, what's-included, price clarity, line-up FOMO, "tickets live". The Label's spec-strip is built for legible info.
argues
revenue. Fixes the current site's hidden-price / weak-CTA problem
best for
the campaign window — driving measurable ticket sales
trade-off
transactional if it's the only mode; bursty around launch/event
cadence
campaign bursts — countdown rhythm, hard CTAs
countdown
t–30
days · lot 23.11.26
includedone ticket
what's in
the day
tasting
unltd.
oysters
all day
lessons
25+
kitchen
til 22
tickets are live
€32,50
festival pass
take your place →

my take

Route 1 (the register) is the strongest spine — it's the most "you", it's evergreen, and it turns the empty line-up problem from the live site into your best content. Run it as the backbone, layer Route 4 (conversion) in the 6–8 weeks before the event, and use Route 3 (manifesto) sparingly for the screenshot-worthy moments. That's the system: register-led, with conversion and manifesto as post-types inside it.