The Partners were tasked with enhancing the local story of London Cru and creating a visual identity that resonates with its proposition as central London’s first and only winery. Drawing on its urban roots, we devised the name for the new ‘LDN SW6’ wine range to denote the postcode of the winery; and developed bespoke bottle labels and names for each variety within the range.



The label design outlines a map of London within the contours of the distinctive vine leaf for every wine’s particular grape variety, with the River Thames running through the map and acting as the stem of the leaf. Each variety has been given the name of a London street with phonetic links to the grape of that specific wine – for example, the Cabernet Sauvignon became Cabot Sq., the Chardonnay transformed into Charlotte St., while the Barbera became Barbican.