LON­DON CRU

HIGHLY COM­MENDED: WINE, BEER & SPIR­ITS

Computer Arts - - Special Report - by The Part­ners www.the-part­ners.com

The cap­i­tal’s first win­ery, Lon­don Cru pro­duces limited stocks of fine wine in the south west of the city. Crops are se­lected from vine­yards across Europe, trans­ported to Lon­don, and crushed within 36 hours.

To de­velop a name and vis­ual iden­tity for its sig­na­ture range, Lon­don Cru ap­proached The Part­ners, brief­ing the agency to unite the idea of fine wine with the unique ur­ban lo­ca­tion. A tech­ni­cal con­straint im­posed by the wine in­dus­try also threw up an­other chal­lenge: the grape va­ri­eties could not be named on the bot­tles.

Play­ing on the vis­ual sim­i­lar­ity of a Lon­don street map to a vine leaf, with the Thames be­com­ing the stem, the agency de­vel­oped a ver­sa­tile vis­ual sig­na­ture. Leaf out­lines matched their cor­re­spond­ing grape types, and the wines were named af­ter Lon­don streets with a pho­netic link to the grape.

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