Event branding for the UK’s biggest live and digital trade event

illustration from the London Wine Fair
The team behind London Wine Fair had been looking for event marketing inspiration for the Fair's return to the iconic London Olympia. When a copy of Hot Rum Cow landed on their desk, they decided to give us a call.


London Wine Fair, the UK’s biggest live and digital drinks trade event, had just gone through a rebranding exercise that focussed on the event’s heritage and the ‘glory days’ when it was hosted at Olympia. They needed help in pushing their event branding to the next level, and asked us for some fresh thinking that would deliver a cohesive package of design materials they could build their event branding and marketing campaign around. 

Collection of London Wine Fair programmes stacked up


The return of the fair to Olympia prompted us to build a ‘sub-brand’ that played on the Victorian style of the venue. We commissioned ink evangelist Johanna Basford to illustrate a vine leaf that contained references to the fair’s location, environment and activities that would take place. The subtle colour scheme and carefully chosen typography gave the project a strong identity that it hadn’t had in previous years. 

The stakeholder publication was going to wine buyers and experts. We resized the publications to make them more portable, and suggested a move away from gloss paper to a rich, tactile uncoated stock. The show catalogue was complemented by Carpe Vinum, a report specially commissioned for the fair, rich with infographics and printed in two colours for maximum impact.

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Selection of illustrations created for the London Wine Fair


Delegates and exhibitors enthused about how the event marketing and branding had helped to bring the Fair back to its roots. The guide and report were perfect, portable sizes for taking home from the Fair and referring to later – as many did.

White Light worked closely with us on the rebranding of the London Wine Fair. We selected them because their work, particularly around Hot Rum Cow, is very much part of the modern branding design zeitgeist. It's fun, eye-catching and works. We were also pleased to discover that they were fun to work with – attentive, co-operative and full of great ideas. They did a brilliant job with the branding project and we will continue working with them.”

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