Denomination designs packaging and brand identity for Cockburn’s Port new range

Cockburn’s Port worked with drinks design specialist, Denomination, to develop the brand identity and packaging for its new range of mixable ports.

Cockburn’s, set up in Portugal by Scotsman Robert Cockburn in 1815, has been producing port wine for more than two centuries. More recently, however, the wine and port categories have undergone changes. Millennials have now surpassed Baby Boomers as the largest adult generation, and demand for wine, including fortified varieties, is in decline.

Cockburn’s parent group, Symington Family Estates, approached Denomination because it felt it was time for Cockburn’s to entice a new generation of fans. Cockburn’s is launching its new range to be enjoyed as a cocktail ingredient. People are encouraged to try Tawny Eyes variety in a tawny and ginger, for example, or White Heights in a port and tonic. ockburn’s invites people to ‘replace formal rituals with a cacophony of ideas and creativity, and create their own new traditions’.

“Port is associated with tradition, and is especially linked with Christmas and older generations,” says Rowena Curlewis, CEO of Denomination. “A major part of our strategy involved turning all that on its head and transforming Cockburn’s into a drink that would appeal to younger demographics, with increased user occasions all year round.

“Younger people are drinking less, but better quality, and are choosing lower-ABV options. Our strategy and design for Cockburn’s complements this innovative launch by positioning the three varieties of port as an alternative to spritzes, Prosecco, rosé and gin,” she adds.

To achieve this shift, the new strategy and identity aims to celebrate the brand’s innate irreverence and playfulness, with each variant telling its own story.

White Heights depicts Porto’s city-seaside life, with iconic trams, statues, flora and fauna while Ruby Soho takes people to London’s West End, with burlesque dancers and jazz fans enjoying a retro port and lemon.. The famous cockerel makes an appearance on each label in his guise as either a mixologist, jazz trumpeter or reveler. 

Curlewis says, “We have created new stories for Cockburn’s to tell in order to reinvigorate a challenging market, make the brand appeal to new audiences, and boost growth. As a homage to the cockerel we’re calling them ‘Tails of the Unexpected’. The different SKUs are fun and vibrant but they also serve to make potential consumers curious, encouraging them to lean in and discover Cockburn’s for themselves – and start a lifelong love affair with port.”

“It’s a strategic approach and design that works because it’s rooted in a deep understanding of the category and consumer challenges. It’s that knowledge that allows for bravery and adventure, while remaining authentic. Denomination’s attention to detail is second to none – every element has been carefully considered and is there for a specific reason,” says Charlotte Symington, senior marketing manager at Symington.