Specialist drinks design agency Co-Partnership has given global wine brand Kim Crawford a timeless glow up.

Kim Crawford is the #1 Sauvignon Blanc brand in the US with a portfolio of New Zealand wines that has earned over twenty prestigious 90+ scores from publications like Wine Spectator, Wine Enthusiast, and The Tasting Panel.

The aspirational new brand world Co-Partnership has designed for Kim Crawford balances effortless elegance with joyful expression. Recognising the equity in the brand architecture the agency updated only what was necessary for a refresh consumers may not notice but will feel.

“This was a delicate and important task for the brand, a refresh to retain Kim Crawford’s leadership position in Sauvignon Blanc and low-alcohol wine,” says Victoria Clark, Global Brand Director, Constellation Brands. “Co-Partnership’s approach was sensitive and the solution contemporary yet timeless, just like the brand.”

With a new palette inspired by the colours of New Zealand, clean typography, and a subtle brand pattern inspired by the iconic spot logo, Kim Crawford is empowered to speak in a credible, contemporary and consistent voice across all touch points.

The brand refresh brief came to Co-Partnership because Kim Crawford recognised the need to contemporise their identity and packaging to match the modern lifestyles of their audience and stay relevant in category. When the brand launched in 1996, it quickly met success thanks to its credible Marlborough provenance, accessible price, and shelf visibility. And although its minimalist ‘spot’ brand identity and horizonal label system had served the brand well over the years, the time was right for a more modern expression.