Elmwood to redesign Beringer

Fosters Group has appointed consultancy Elmwood London to design new packaging for its wine brand Beringer.

The consultancy, which was appointed without a pitch, has been tasked with targeting customers in Europe, Middle East and Africa and to compete with big players such as Diageo and Ernst and Julio Gallo.

The redesigned brand aims to appeal to ‘people’s aspiration for quality wine’.

According to marketing director for EMEA at Fosters Group James Lousada, ‘We want to build our presence in the still wine sector with our “Beringer makes indulgence simple” proposition.’

Aiming to develop a stronger brand marque, the new designs will evolve the original BB monogram.

They also include an abstract ‘B’ shape on the side of the main labels to hold the portfolio of wines together, with a more ‘contemporary and ownable branded architectural device’.

Greg Taylor, brand innovation director at Elmwood, says, ‘We had to look at the complete range structure for the brand, and the new designs reflect some of the key Beringer brand attributes.’