Cockburn's is one of the oldest and most iconic port brands in the world. To inspire today's consumers seeking new occasions and different drinking experiences, Cockburn's was looking to revitalize the perception of its rich heritage and award-winning pedigree to invigorate interest in this unique, classic and historic drink.
To strengthen relationships with traditionalists but balance this with recruiting new and more modern drinkers, our redesign of the Cockburn's range amplifies the superior strength of this heritage brand – and unites the Cockburn's family of ports by celebrating the unique nature of each variant.
Our redesign included rationalizing all elements of the bottle and restructuring all equities to create a secure positioning and contemporary esthetic for its category. The use of numbering across the variants nods to Cockburn's archival designs, and the addition of 'No. 1' now asserts the premium positioning of Special Reserve with a Cellar Masters' mark providing a seal of quality and craftsmanship.
Structurally, Cockburn's now stands tall and proud, reflecting the pride and quality of its contents.