Following a competitive three way pitch, BGN – the Manchester-based brand-led design and digital agency – has delivered two projects for Crown Cellars, a specialist wine supplier to the UK on-trade sector and part of Carlsberg Marston’s Brewing Company (CMBC).
The first brief was to re-design and print the next generation of The Wine Guide and Pedley’s Picks which are key brochures aimed at Crown Cellars’ on-trade audience that includes bars, pubs and restaurants.
The Wine Guide aims to showcase Crown Cellars’ in-depth market knowledge and the quality wines, incredible choice and value that it delivers. Whilst Pedley’s Picks is a personal selection of wines made by Jonathan Pedley who is a master of wine and wine consultant at Crown Cellars. Both are now being rolled out nationally.
David Newton, creative director at BGN, said: “The Wine Guide and Pedley’s Picks had their own specific requirements. I feel we’ve created two contemporary, premium looking brochures that are built on their respective brand reputations, but with a definite eye on evolution – thanks to a greater emphasis on lifestyle imagery and a far more vibrant, reader-led approach.”
BGN has also worked with Crown Cellars on the brand development of three wines in its extensive portfolio: Jack and Gina, Gulara and Ivenio. All posed different design challenges, competitive sets and price points but shared the fact they had been on sale for a number of years which meant there was some fatigue and customer apathy. The key aims were to improve perception, widen their respective customer bases and broaden their appeal.
For the Jack and Gina Zinfadel Rosé, BGN created a brand label called California Soul which saw it take the Jack & Gina label concept from a 1950’s dance hall to the boho, beach and sunshine vibes of California. The label has been created to immediately help people escape to California and elevate their mood by reflecting the gorgeousness of the wine that comes from that region.
Gulara means ‘Moonlight’ and is Aboriginal origin so the Dancing in the Moonlight label for this Shiraz is centered around moon shapes, patterns, textures and reflections. BGN’s approach was to keep the new identity both simple and clean but equally elegant and fresh just like the wine itself.
Invenio translates to ‘Discovery’ in Latin. As the range is made from a carefully curated collection of the best grapes in the world, the thinking behind this brand was built on the foundation of taking the hard work out of choosing, and discovering new, and different wines. BGN has used simple and modern illustrations for the Dancing in the Moonlight label series to quickly showcase each wine’s own country story. These were combined with corresponding colours and tasting notes to really help to elevate the Invenio range which includes Pinot Grigio, Sauvignon Blanc, Merlot, Shiraz and Reisling products.
Michael Puckett, customer marketing manager, third party brands at CMBC, said: “We love what BGN has done with both the brochures and labels. The brochures are now a true reflection our brand values and what we want to communicate, whilst the labels perfectly represent the heritage and uniqueness of each wine.”
