Labels and Shrink Sleeves
Cockburn’s Shifts Brand Identity for Port Lineup
Winemaker revamps its labeling with a new audience in mind
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.
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