Denomination launches a new design and identity for Dow’s Aged Tawny Ports to connect with younger audiences6 December 2018
Historic Port brand Dow’s is relaunching its range of Aged Tawnies in a bid to attract a younger audience, with elegant, refined packaging design by Denomination.
Dow’s wanted a contemporary, luxurious look befitting of a Wine Spectator award-winning brand. The new packaging needed to communicate its place in the premium on-trade market and feel relevant to consumers in off-trade. Dow’s also wanted to broaden its appeal to a younger audience and extend the occasion for Port beyond Christmas and formal occasions.
Old meets new
In order to capitalise on the award-winning pedigree of Dow’s Vintage Ports, Denomination created a clear connection between the Vintage and Aged Tawny variants by using the elegant and more contemporary Dow’s Vintage black glass across both. The previously ‘quiet’ W.DOW triangular brand asset has also been elevated, giving the range added stand-out and all-important instant recognition. This refashioned marque now ‘pulls away’ from the rest of the elements on pack, increasing its significance and making it more recognisable. Triangular-shaped gift boxes, used to present each Aged Tawny, also contribute to the amplification and ownership of this iconic brand asset.
Negative tension between Dow’s logo, which is hot-foiled on glass at the shoulder of the bottle, and the label towards the base, increases the modernity and uniqueness of the packaging. The front label now highlights the provenance of the grapes and features the name of the range’s maker, master blender Charles Symington.
A gradual incline
The addition of progressive quality cues, both graphically and through the use of copy, serve to differentiate the four ages of Port (10, 20, 30 and 40 years-old) and communicate the varying price points. The 40 year-old tawny Port label, for example, has subtle bevelling and intricate embossed filigree to elevate it.
The provenance of the drink appears on the stopper, the centre of the bottle and on the label, highlighting its Portuguese origins. And Douro Valley, where the grapes are grown and the Port is made, features on the front label. Embossing and debossing on the labelling add to the luxury feel of the product