Brand development for Downland Producers Guild
BRAND DEVELOPMENT FOR SPARKLING WINE PRODUCERS GUILD
The secret is out – English sparkling wine is world class and growing as a recognised industry in its own right. Having identified a name, Downland, with which consumers can identify the distinguished makers from other lesser offerings, we are now working to make this a name to rival Champagne and Prosecco as well as the many other iconic names associated with the wine industry. Downland was chosen for its reference to the terrain on which many of the most celebrated producers grow their vines. Its phonetic qualities further strengthen the choice of name, with echoes of the name England.
Having gone through the exhaustive process of identifying a suitable name (there have been many attempts by the producers themselves) it was our first task to consult stakeholders and secure URLs and appropriate protection. With full trademark protection now in place, our efforts turned to creating a visual identity for the Downland Producers Guild that like the name has its roots in Englishness.
The design system is a combination of a contemporary take on a classic English font, a simplified heraldic device with three ‘bubbles’ representing the South and North Downs plus the Surrey Hills from where much of the production originates and photography shot in our studio of wine bottles forming the distinctive undulation of the Downs themselves.