Davies Baron brands store

Davies Baron has created the name, branding and interiors for Victoria Wine’s drinks superstore which opens this weekend. Martha’s Vineyard is intended to give the retailer a bigger share of the 7bn take-home business dominated by supermarkets.

The consultancy started working on the project last year, under the title of Wine Warehouse (DW 25 October 1996).

“Research showed it was prudent to rethink the name and Martha’s Vineyard tested strongly,” says Davies Baron account director Kimberly Kostival.

The 465m2 pilot site is in Barnet, North London.