ABOUT

London Cru is central London’s first winery. Housed in a former gin distillery, not far from Earls Court, this new urban winery brings together state-of-the-art equipment and the best grapes from European vineyards to give Londoners a first – the opportunity to get involved in the winemaking process without having to leave the city.

The London Cru team felt that with so many world-class craft beers and spirits being made in London, it was time to do the same with wine. Embodying the “Made in London” spirit, London Cru fits perfectly in the city’s thriving wine scene, providing enthusiasts who want a hands-on, informative, and entertaining experience with a distinctive offering.

We were tasked with enhancing the local story of London Cru and creating a brand to reflect its status as central London’s first and only winery. Drawing on the London’s urban roots, we devised the name for its 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 representing 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.