3 Steps To Curating ‘Create New Traditions’ And WineGB’s Brand With Barlow & Co.
Ed Wright & Emma Tanous
barlow & Co.
the brief
Great Britain produces some of the most thrilling wines in the world, and at Barlow & Co. we have been passionately involved with the dynamism and diversity of English wine for many years.
As a specialist drinks branding agency, we were perfectly placed to help WineGB refresh their brand identity and define their new direction. We knew that the WineGB brand identity was lacking colour and vibrancy, and it was failing to capture the diversity and enthusiasm of its members.
It was clear there was a huge appetite to present the best of English & Welsh winemaking to the rest of the world, and talk about the unique position of Great Britain as a place where tradition meets modernity; an old world, with new wines.
1. DEFINING A NEW DIRECTION FOR WINEGB
From the start of the project, it was important work with members and stakeholders to define the purpose and direction of WineGB. We shared a series of consultation questions with members, asking them about exporting ‘Great British’ culture and their hopes for the future of English and Welsh wine. Their responses and insights served as inspiration for an in-person creative session, with the WineGB team and selected industry partners, where we defined a new direction for the WineGB brand – ‘Create New Traditions’.
‘Create New Traditions’ captures the respect for our heritage, but with a strong call action to taste, visit and explore the vibrant world of English and Welsh wine.
2. A MARK OF QUALITY
The new WineGB logo mark combines the ‘WineGB’ name with a new and distinctive ‘Grape Mark’ icon, based on a traditional hallmark, but with a contemporary twist. The logo mark is simple and timeless, with the clockwise lines of the grapes representing progress and evolution, and within the shapes there appears several drops of wine. The grape icon also features in the updated logo for the Sustainable Wine of Great Britains, as well as the WineGB awards and regional chapters, uniting different elements of the WineGB brand.
3. BRINGING THE BRAND TO LIFE
Across a wide variety of applications, from trade shows to social media, Barlow&Co. developed a detailed brand guidelines and templates for use by WineGB’s internal designers that included a custom icon set and typographic guides. Over the coming year, the new WineGB brand will be seen across English Wine Week, the WineGB Awards, as well as across social media channels, industry reports and sustainability initiatives.
About the authors
Barlow & Co. is an award-winning design and branding agency with an international reputation for wine and drinks packaging. From concept to delivery, we create and develop drinks brands to commercial success. As a marketing-led specialist branding agency with a WSET-accredited team, we understand our clients’ needs in the complex world of wine and drinks.
