Wine brand Stowells is due to uncork a new packaging vintage next month, designed by Bristol-based Robson Dowry, as it seeks to establish a more upmarket image.
Despite selling more than four-million nine-litre cases last year, Stowells feels its brand must move with the times, ‘increasing its wine values without alienating the mainstream customer’, according to Robson Dowry creative director Andy Sanders.
The group has also refreshed the identity and created the strapline ‘Taste the World’ to accompany the logo.
‘The main crux [of the brief] was to broaden Stowells’ appeal. The brand was starting to look dated and quality perceptions of identity and packaging have moved on considerably in the past couple of years,’ says Sanders.
‘Our design is classic although very contemporary. Before it had an illustrative style, now we have colour-coded icons and rosettes which indicate quality and country of origin.’
These navigation devices include a country-specific design in each instance, for example, a bull for Spain.
‘We hope to attract new consumers and encourage experimentation within the range,’ says Stowells marketing manager Clare Griffiths.
The total project budget was in the region of £350 000 and the work embraces standard bottles – with green glass newly introduced for red wine and flint for white – as well as boxes and smaller bottles.
The range, offering more than 20 wines from nine countries, goes into major multiples and offlicences from the middle of July.