London Cru branding, by The Partners


The Partners has created a new visual identity for London’s “first and only winery”, London Cru.

For the LDN SW6 range, new labels have been designed which outline a map of London while simultaneously replicating the distinctive vine leaf for each particular grape.

“London Cru is the perfect example of the ‘Made in London’ movement,” says Kath Tudball, design director at The Partners.

“The discovery that the London map resembles a vine leaf skeleton allowed us to create a unique and meaningful visual signature with an idiosyncratic London twist.”

Each wine has been given the name of a London street that has a phonetic link – for example the Cabernet Sauvignon became Cabot Sq, the Chardonnay was named Charlotte St and Barbican represents the Barbera.