BGN, based in Manchester, won a pitch to revamp Crown Cellars’ wine marketing.
- The agency redesigned key brochures to reflect Crown Cellars’ expertise and offerings.
- BGN tackled brand fatigue by refreshing labels for established wine brands.
- The new designs integrate rich imagery and modern aesthetics, enhancing customer appeal.
- Positive feedback highlights the alignment of the new materials with brand values.
BGN, a prominent design agency, successfully secured a significant contract with Crown Cellars, a major wine supplier in the UK. The agency’s task was to refresh and innovate the presentation of Crown Cellars’ products to better engage the on-trade sector, including bars and restaurants.
The first project involved revamping ‘The Wine Guide’ and ‘Pedley’s Picks.’ These brochures are crucial for showcasing Crown Cellars’ comprehensive understanding of the wine market, alongside their diverse and high-quality offerings. Jonathan Pedley, a respected wine consultant, personally curated the selection for ‘Pedley’s Picks.’ The redesigned brochures are now being distributed across the nation.
David Newton, BGN’s creative director, stated that the necessity for a contemporary and premium aesthetic was paramount. He emphasized the shift towards more lifestyle-oriented imagery and a vibrant, reader-friendly layout. This strategy aims not only to maintain but to elevate the existing brand reputation, acknowledging the importance of evolution in design.
The agency also embarked on rejuvenating the branding for three of Crown Cellars’ wine labels: Jack and Gina, Gulara, and Ivenio. Each presented unique challenges due to their longstanding presence in the market. BGN’s objective was to revitalize these brands, expand their audience, and invigorate interest.
The Jack and Gina Zinfandel Rosé label, now known as ‘California Soul,’ was transformed to capture the essence of California’s relaxed and sunny atmosphere, far removed from its original 1950s dance hall roots. Meanwhile, ‘Gulara,’ meaning ‘Moonlight,’ featured a thematic redesign with elements reflecting its Aboriginal roots and tranquil elegance.
Invenio, translating to ‘Discovery,’ focused on simplifying the wine selection experience through clear, modern illustrations that convey each wine’s distinct origin. This strategic branding helped to elevate the appeal and storytelling aspect of the Invenio range.
Michael Puckett from CMBC praised BGN’s ability to capture the essence of the brand across both brochures and product labels, strengthening the connection between the visual identity and brand heritage.
BGN’s redesign efforts have successfully rejuvenated Crown Cellars’ marketing assets, enhancing their appeal and market presence.
