A visual signature was needed for the 2015 vintage that would help establish the winery and become a regular range. We developed an identity that references the grape’s origins and reflects the unique location of the winery.

The map of London is visually similar to a vine leaf; by combining the two, we created a distinctive brand icon. The River Thames running through it forms the leaf stem, creating a meaningful visual signature.

The name LDN SW6 references the winery’s specific location and is placed over the appropriate area on the map.

As we couldn’t distinguish the grape in writing, we devised inventive ways to identify the variety. We named each wine after a London street that has a phonetic link to its grape (e.g. Charlotte St for Chardonnay). As the shape of vine leafs differs depending on the grape variety, we retained this variation to distinguish the individual wines.

The distinctive map leaf designs are all produced in white-on-black partial-wrap labels which blend into the dark glass of the bottles. Black and white was chosen to retain a minimal simplicity and sophistication across the range as well as to focus attention on the idea within the designs. The simple, condensed uppercase typography was inspired by the typographic style found on maps.

As well as being distinguished by the different leaf shapes, each wine’s name appears in a different colour for easy differentiation at a glance. These small bursts of bright colour add a fun touch to the black and white identity.

A matt black label stock was chosen as this style of label traditionally denotes high-quality vintages within the wine industry. A tactile varnish was applied to the range name and the river stem to add emphasis as well as a high-end finish.

The new design has been very well received by existing and new customers (online, winery and stockists) as well as restaurants, with overwhelmingly positive feedback. Sales have increased by 100% on last year (for the same varieties previously produced with different branding).

“Collaborating has been a delight! They immediately understood our mission: to bring fruit from beautiful vineyards in Europe to London and make wines that reflect their country of origin and their city of fruition. The new LDN SW6 vintage wines reflect the art of winemaking in the heart of the city.”

- Lindsey Marden, Business Development Manager, London Cru