BGN, a Manchester-based agency, has successfully completed two projects for Crown Cellars, enhancing the brand’s market presence.
- Following a competitive pitch, BGN worked on redesigning two key wine brochures aimed at the UK’s on-trade sector.
- The Wine Guide and Pedley’s Picks now offer a contemporary look with a focus on lifestyle imagery and consumer engagement.
- BGN also revitalised the brand identity for three wines, addressing market fatigue and broadening their appeal.
- Creative Director David Newton expressed satisfaction with the premium, reader-focused outcome of the project.
BGN, the Manchester-based design and digital agency, recently completed significant projects for Crown Cellars, a specialist wine supplier to the UK’s on-trade sector. Following a competitive pitch, BGN was selected to redesign and print the next generation of The Wine Guide and Pedley’s Picks, two key brochures targeting bars, pubs, and restaurants across the UK. These brochures aim to showcase Crown Cellars’ vast market knowledge alongside its quality wine offerings.
The redesigned Wine Guide seeks to demonstrate the extensive choice and value Crown Cellars provides, enriched by market insights. Pedley’s Picks, curated by Master of Wine Jonathan Pedley, offers a personal selection of wines. Both publications now boast a premium, contemporary design infused with lifestyle imagery to enhance reader engagement, reflecting a strategic shift towards a more vibrant, consumer-centred approach.
In addition to the brochures, BGN undertook the revitalisation of brand identities for three wines within Crown Cellars’ portfolio: Jack and Gina, Gulara, and Invenio. Each wine presented unique design challenges due to their prolonged market presence and resultant consumer apathy. The redesign sought to refresh their image, improve perception, and expand their customer base.
For Jack and Gina Zinfandel Rosé, the new brand label ‘California Soul’ was introduced. It transitions the design from a 1950s dance hall theme to one inspired by the bohemian and sunny vibes of California, aiming to transport consumers to a more relaxed, mood-elevating setting. Meanwhile, the Gulara ‘Dancing in the Moonlight’ label focuses on moon motifs and textures, maintaining an elegant and fresh identity that resonates with the wine’s attributes.
The Invenio range, named after the Latin word for ‘Discovery’, was envisioned to simplify the selection process for consumers, highlighting the premium quality of grapes used. BGN’s approach employed simple yet modern illustrations that narrate the unique geographical stories of each wine, supported by matching colours and tasting notes, elevating the overall range which includes Pinot Grigio, Sauvignon Blanc, Merlot, Shiraz, and Riesling.
Michael Puckett, Customer Marketing Manager at Crown Cellars, expressed his admiration for BGN’s work, noting that both the brochures and wine labels now accurately convey the brand values and distinctiveness of each wine.
BGN’s creative efforts have effectively reinvigorated Crown Cellars’ market presence, reflecting and enhancing its brand values.
