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Black Tower is the largest export wine brand from Germany. Their contemporary, accessible wines are sold in more than 35 countries. A decade after their last redesign, Black Tower contacted us for a strategic approach to a revitalisation of both brand and packaging design to reach a new generation of young consumers across all regions worldwide — while staying relevant to their established audience.
To capture the hearts and tastebuds of the next generation, we updated the way we tell their story. The mission of our redesign is for Black Tower to be known around the world as the preferred ‘go-to brand’ with easily accessible and drinkable wines that consistently impress with their quality and value.Black Tower: it’s drinkable, accessible, and most of all it’s easy to love.
The new logo takes its inspiration from the recognisable black and red colours. Unique hand-drawn letters are used to convey a personal touch, including drop elements that add style and illustrate a liquid shape. The use of classic typography in a modern context ensures the logo will remain relevant and tasteful over time. The label position is raised to make the bottle appear tall and proud. The variety name is lifted and integrated as part of the label to provide better hierarchy and improved readability and touches of gold foil raises perceptions of quality. The brand and variety names are placed in coloured bands to create a visual differentiator within the range and the light and clean colour palette to appeal to a female audience.