London Wine Fair 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 this rebrand to the next level and asked us for some fresh thinking that would deliver a cohesive package of design materials they could build their marketing campaign around.
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.
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 complimented by Carpe Vinum, a report specially commissioned for the fair, rich with infographics and printed in two colours for maximum impact.
Delegates and exhibitors enthused about how the 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.