Cardiff Design Festival

Brief

Celtic Country Wines are an award winning family producer of fruit wines & liqueurs from rural Wales. They produce a large range & take pride in their link using ancient Celtic drinks recipes, but due to commercial conflict with traders using similar names, they need to create brand differentiation & new identity. With adequate existing sales, their current brand image poorly represents their superior quality affecting sales growth with a weak & dated image in a competitive market.

Result

The new identity has been introduced across the range of fruit wines, liqueurs, conserves & chutneys & has been test marketed to great critical acclaim with significant improvement in sales & retail listings. The brand was launched at the 2010 Royal Welsh Show True Taste Food Hall with outstanding complements & appraisal with a big increase in sales. With new bottle labels, supporting marketing included trade stands, gift boxes, websites, trade packs, sales leaflets & exhibition panels.

Solution

The new brand built on the two aspects of heritage and superior quality. A generic style was produced for recognition across a wide range of products & the 'Celteg' brand with iconic knot was created which is used for all marketing collateral. We used the latest in 4 colour printing with clear labels to help separate fruit wines from conventional grape wines using illustrations of the fruits. This also helps consumers identify the source fruit seeing the colour and clarity of the contents.

Project website

http://www.celticwines.co.uk