HIGHLY COMMENDED: WINE, BEER & SPIRITS
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.