The Drum Awards for Marketing - Extended Deadline

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Date: Nov 2018
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Dow’s is relaunching its range of Aged Tawnies in a bid to attract a younger audience, with a refined packaging design by Denomination.

Dow’s wanted a contemporary, luxurious look. 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.

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.