Studio 585 heads for The Destination Wine

Studio 585, the graphics and branding arm of international architect Gensler, has created an identity for the Taste for Wine brand’s umbrella company, The Destination Wine Company.

The company operates Taste for Wine and Taste, offering consumers unusual wines in-store and on-line respectively. It is a joint venture between Sainsbury’s and Oddbins that will be up and running by the end of February.

According to Studio 585 creative director Peter Carroll, the brief was to create an identity for The Destination Wine Company with the quirky appeal of Oddbins that would reflect its culture of stretching boundaries in wine.

“We were inspired by English eccentricity and based the logo loosely on a watercolour-rendered wine-glass which doubles as a globe,” says Carroll.

The on-line venture, at, is a collaboration between Sainsbury’s and Oddbins and offers consumers a broad choice of wines from all over the world. The website was designed by AKQA last month.

The Destination Wine Company, Taste for Wine and Taste all come under the Taste Network, which is launching a digital food and drink channel in the spring. Called Taste TV, the network will be branded by Lambie-Nairn and replaces Carlton’s Food Network.

The Destination Wine Company managing director Mike Paul says Taste for Wine will enable Sainsbury’s and Oddbins to extend their appeal to a wider potential audience.

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