Crowning excellence. Refreshing Crown Cellars' visual identity
Following the landmark merger of Carlsberg UK and Marston’s, which created a dominant British brewing powerhouse, Crown Cellars sought to refresh its visual identity while positioning itself as the leading on-trade wine supplier in the UK hospitality industry. As part of this strategic move, the company introduced a new portfolio of 500 premium wines tailored to the diverse needs of UK bars, restaurants, and pubs.
We began by redesigning the logomark to reflect the brand’s heritage and aspirations. The new logo cleverly integrates wine glasses and bottles to form the shape of a crown, representing the company’s premium offerings and its commitment to being the best in the industry. This clean, modern mark served as a visual anchor for the brand, conveying authority and sophistication while remaining approachable and distinct.
- Visual Identity
- Campaigns
- Print Collateral
- Website Design
- Exhibition Design
The visual identity laid the foundation for our next challenge: communicating Crown Cellars’ award-winning wine range and expert business support to a diverse set of hospitality professionals. To do this, we conceptualised their Wine Guide—a key marketing tool that would act as both an informational resource and a sales-driving asset. We incorporated insights on each wine, alongside simplified graphic icons that helped to clarify key characteristics and guide purchasing decisions. The visual style was consistent with the refreshed brand identity, featuring bold typography, striking imagery, and intuitive layouts, making the guide visually appealing and user-friendly.
The outcome of this work was a distinct, cohesive brand identity that solidified Crown Cellars’ position as a leader in the UK wine industry. By blending an award-winning wine portfolio with exceptional service and support, Crown Cellars is now better equipped to cater to the ever-evolving needs of the UK hospitality sector.
