Celebrating 150 years in wine: How we created a “never to be repeated” collection for The Wine Society’s anniversary
In 2024 The Wine Society has released a “never to be repeated” collection of limited-edition fine wines to celebrate its 150th anniversary.
The range includes classic vintages from some of the most famous estates in their collection, including Louis Jadot, Kanonkop, CVNE and Kumeu River.
The first wines were selected and bottled in 2015, to be released when ready. Almost a decade in the making, this exclusive range brings together producers that would never normally feature in an ‘own-label’ collection.
Photos courtesy of The Wine Society / Credit Johnny Stephens @JohnnySphotography
The brief was to create a design for a one-off label to go across the 150th Anniversary Collection and be used for different styles of wines and shapes of bottle.
This is a one-off range with the majority of wines retailing in the £20-£50 price bracket. Upon release, wines are fully mature and ready to drink. Given the pedigree of some of the wines, the producer name should also feature on the label.
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The 150th Anniversary Collection comprises twenty-nine ‘museum release’ fine wines that are ready to drink now
Photos courtesy of The Wine Society / Credit Johnny Stephens @JohnnySphotography
Barlow & Co.’s approach to the design was to create an authentic retrospection and celebration of The Wine Society’s rich history.
We revived graphic elements and took design cues from past Wine Society List covers, like the Art Nouveau-styled women from the 1903 cover, and the stacked typography inspired by the original 1880 edition.
The intention was for the design to not only commemorate the history of The Wine Society, but also that even the smallest considered details of the label endorse the producers, the buyers, and the exclusivity of the range of fine wines.
Photos courtesy of The Wine Society / Credit Johnny Stephens @JohnnySphotography
From The Wine Society’s archives, the original logo roundel was recreated as a seal of quality in rich gold detailing.
Although printed in simple black and gold, the use of premium finishes including metallic foil and embossing elevate the design to match the prestige of the wines.
Many of the world’s top producers and the industry’s biggest names have contributed wines to the 150th Anniversary collection.
The label design had to match the pedigree of the wines in the collection, whilst allowing for flexibility across different producers, bottles and time spent in cellars.
What we did
— Brand design and assets
— Creative label concepts
— Artwork and production
Photos courtesy of The Wine Society / Credit Johnny Stephens @JohnnySphotography
Barlow & Co. were tasked maintaining consistency across the range, for wines that were created and bottled over an extended period of time.
We worked closely with each producer – many of whom would not normally label a wine for another name – and liaised with printers across the world to ensure each label was produced to The Society’s exacting standards
The first wines were bottled in 2015, which meant that many bottles would be cellared for an extended duration. Barlow & Co. consulted with paper supplier Avery Dennison to select a premium paper that would maintain its quality and integrity over time, and in a variety of conditions.
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