Pentagram's New Identity for Wine Merchant is Robust Yet Balanced

Creating a modern, robust identity for the world’s most respected wine merchants, Berry Bros. & Rudd, who are still based in their original home of No. 3 St James Street, was a particular challenge for Pentagram. Berry Bros.& Rudd are the direct link between the makers and the drinkers of wine.

The new identity had to feel as if it had always existed. The previous manifestation had been created in the 1980s and had no reference to the company’s history or authenticity. To uncover its lost stories, Pentagram scoured the grounds of their original home at No. 3, researching and photographing a host of branded artifacts spanning five centuries. Studying wine labels, walls, and old publications a great array of typographic styles were found, each with their own eccentricities.

Harry Pearce, the partner leading the project said, “I spent days simply being with the history of this extraordinary company. In its cellars, archives, and warehouses, relentlessly photographing and soaking up its spirit." Among the historic collection Pearce discovered a series of distinctive labels that were both timeless and understated — so much the nature of the brand. The blend of typography and charming handwritten notes captured the expression of so much that is Berry Bros. & Rudd.

The final logotype was drawn from the best of several of these pieces of type, preserving the idiosyncratic anomalies such as the unnecessary comma after the number three, which are so evocative and the very heart of the company.

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