BGN, a Manchester-based digital agency, successfully revamped two major projects for Crown Cellars, enhancing their brand visibility within the UK on-trade sector.
- After a competitive pitch, BGN was tasked with redesigning key brochures to highlight Crown Cellars’ extensive wine offerings and market expertise.
- The agency also rejuvenated wine labels for three longstanding brand names, aiming to revitalise customer interest.
- Creative Director David Newton emphasised the introduction of lifestyle imagery and a dynamic approach to their designs.
- Michael Puckett from CMBC expressed approval, noting the brochures and labels now truly reflect the brand’s essence.
Following a three-way pitch, BGN, a Manchester-based design agency, was selected to spearhead two significant projects for Crown Cellars. This company is well-known within the UK on-trade sector and is a part of Carlsberg Marston’s Brewing Company. Their primary task was to redesign and print the latest editions of The Wine Guide and Pedley’s Picks brochures. These brochures are crucial marketing tools aimed at bars, pubs, and restaurants across the nation. The revamped Wine Guide is intended to demonstrate Crown Cellars’ profound market knowledge and the superior quality, variety, and value of their wines. Pedley’s Picks features a carefully curated selection by Jonathan Pedley, master of wine and consultant at Crown Cellars. Both brochures are now being distributed nationwide.
David Newton, BGN’s creative director, commented on the unique requirements of each project, stating, “The Wine Guide and Pedley’s Picks had their own specific requirements. I feel we’ve created two contemporary, premium looking brochures that are built on their respective brand reputations, but with a definite eye on evolution – thanks to a greater emphasis on lifestyle imagery and a far more vibrant, reader-led approach.”
In addition to the brochure redesign, BGN also undertook the task of rebranding three of Crown Cellars’ wines: Jack and Gina, Gulara, and Invenio. These wines faced challenges including competition and market saturation, necessitating a refreshing new look to enhance customer perception and broaden their appeal to new audiences. For Jack and Gina’s Zinfandel Rosé, BGN crafted a new label, ‘California Soul’, which transitioned the brand’s image from a 1950s dance hall vibe to that of the sunny, relaxed Californian beaches. This change was envisioned to evoke an immediate sense of escape and enhance the consumer experience.
Gulara, meaning ‘Moonlight’ of Aboriginal origin, was reimagined with the ‘Dancing in the Moonlight’ label for its Shiraz. This design focused on simple, elegant imagery representing moon phases and reflections, intended to reflect the wine’s own elegance and freshness. Invenio, translating to ‘Discovery’, embraced a narrative of exploration and effortless selection of premium wines. The Dancing in the Moonlight series incorporated modern illustrations and colours related to each wine’s origin, enhancing the story behind the Invenio range, which includes varietals like Pinot Grigio and Merlot.
Michael Puckett, customer marketing manager for CMBC’s third-party brands, expressed his satisfaction, stating, “We love what BGN has done with both the brochures and labels. The brochures are now a true reflection of our brand values and what we want to communicate, whilst the labels perfectly represent the heritage and uniqueness of each wine.”
BGN’s innovative approach has not only strengthened Crown Cellars’ brand presence but also reinvigorated customer interest across its product lines.
