London Wine Fair

by Client: London Wine Fair
The Brief

The London Wine Fair is the UK’s largest drinks event, attended by thousands of wine, spirits and beer buyers. However, in 2012, the event received feedback from visitors suggesting it felt too ‘corporate’. The management team decided to reinvigorate the Fair by moving it back to its original home at Olympia, in west London, and rebrand it to create a stronger sense of community with fun, vibrant graphics that simultaneously combined a retro nod to the past with a firm eye on the future.

The Solution

As a result of its work with drinks magazine Hot Rum Cow, Edinburgh-based White Light Media was recruited to work on this branding, covering an extensive suite of signage and print communications. Using acclaimed illustrator Johanna Basford, we created a stronger sense of community through an inclusive, welcoming and retro approach to graphics – very different from the event’s more corporate feel the year before.

This made the event feel more like a village and was perfectly suited to Olympia’s Victorian architecture. We extended the branding across a wide range of literature, including the event brochure, a daily exhibition newspaper and a new publication called Carpe Vinum.

The Response

“The wine trade tasked us with producing a report on how young adult wine drinkers were responding to the wine offer,” said Ross Carter, Managing Director of the London Wine Fair. “Rather than take a ‘dry’ subject and deliver it in a dreary, unengaging and statistic-heavy fashion, we wanted a piece of print that would stay on desks for months or years to come. White Light Media outdid themselves, and the fluorescent pink Carpe Vinum was in the hands of thousands of visitors to the London Wine Fair. In the months following the Fair, it has been described as ‘gold dust’ and demand for back copies has gone on and on.”

Following the success of the project, White Light Media has been retained to work on the Fair’s branding for 2015 and 2016.