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Cockburn’s Shifts Brand Identity for Port Lineup

Winemaker revamps its labeling with a new audience in mind




Cockburn’s Shifts Brand Identity for Port Lineup

Cockburn’s has revamped the brand identity and packaging for its range of ports to appeal to a younger audience, the winemaker recently announced.

With millennials having surpassed baby boomers as the largest adult generation, Cockburn’s parent group, Symington Family Estates, felt it was time for a shift in strategy. To achieve this, the company asked the Denomination drinks design firm (Ultimo, New South Wales, Australia) to help tell a unique story for each port variant.

White Heights illustrates daily life in Porto, Portugal, including the city’s distinctive trams, statues, flora and fauna. Ruby Soho depicts London’s louche West End, with burlesque dancers and jazz fans enjoying a retro port and lemon. Tawny Eyes portrays maverick winemaker John Smithies and a ship sailing from Porto to the London Docks.

The familiar cockerel makes an appearance on each label in his guise as either a mixologist, jazz trumpeter or reveler, bringing the character of the brand to life. The bottles are made from 100 percent recycled glass, with labels fashioned from recyclable stock.


BXP elevates the value of innovative and collaborative brand package design as a strategic business competence across the omni-channel path to purchase, to ultimately help consumer facing and retail brands deliver more relevant experiences that connect with shoppers, win at shelf, own the moment of sale and maximize brand loyalty.

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