Embracing the roots of London through design

London Cru

#### In Brief

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. 

#### What we did

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.

> "London Cru is the perfect example of the 'Made in London' movement. The discovery that the London map resembles a vine leaf skeleton allowed us to create a unique and meaningful visual signature with an idiosyncratic London twist." 
>
> *— Katherina Tudball, Creative Director, Superunion*

<br>
> "Collaborating with Superunion has been a delight! They immediately understood our mission: to bring fruit from beautiful vineyards in Europe to London and make wines that reflect their country of origin and their city of fruition. The new LDN SW6 vintage wines reflect the art of winemaking in the heart of the city."
>
> *— Lindsey Marden, Business Development Manager, London Cru*


A new brand to embrace the London spirit

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Embracing the roots of London through design for London's first winery. 

Superunion | London Cru

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.