Pour Play
The Concept
Pour Play is a playful twist on traditional wine branding — designed to make wine feel less intimidating and more lifestyle-driven for a younger demographic (Gen Z / younger Millennials).
Instead of heritage, vineyards and gold crests…
we lean into:
Fun over formality
Flavour over tradition
Experience over etiquette
It reframes wine as a social, expressive drink — not something reserved for dinner parties and formal settings.
Client
Wines of GB
Services
Packaging / Branding
Date
January 2025
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Challenge
Wine feels intimidating to younger audiences.
Traditional British wine branding often leans on heritage cues serif typography, muted palettes, vineyard imagery and formal language which can feel exclusive or “not for me” to Gen Z and younger Millennials.Flavour isn’t always the hero.
Many wines are sold by grape variety (Pinot, Chardonnay, etc.), assuming product knowledge. Younger consumers often shop by taste and experience, not region or tannins.British wine can appear premium but not playful.
Within the Wines of GB space, there’s strong quality and credibility but limited lifestyle-led, social-first branding that connects emotionally with a younger demographic.Standing out on shelf and social.
The category is visually crowded with cream labels and traditional layouts. Breaking that visual language without losing credibility was key.
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Solution
The solution was to completely reposition British wine from a heritage-led, knowledge-driven product into a flavour-first, lifestyle-focused brand experience designed specifically for younger consumers. Rather than competing within the traditional visual codes of the category — serif typography, muted colour palettes, vineyard imagery and formal language — Pour Play intentionally disrupts that space through bold colour blocking, fruit-inspired tones and clean contemporary typography. The brand places flavour at the centre of the experience, shifting the focus away from grape varieties and regional terminology and instead introducing approachable, descriptive names that feel expressive and easy to understand. This lowers the barrier to entry for new wine drinkers who may feel intimidated by traditional wine culture.
The playful tone of voice reinforces this repositioning, using confident, light-hearted messaging that aligns more closely with fashion, streetwear and social media culture than with conventional vineyard storytelling. Visually, the identity is designed to perform both on shelf and digitally — ensuring strong stand-out in retail environments while also working seamlessly across Instagram grids, TikTok content and lifestyle photography. By combining accessible flavour cues, vibrant visual language and a socially driven brand personality, Pour Play transforms wine from a formal occasion-based product into something experiential, shareable and culturally relevant. The result is a brand that maintains product credibility while making British wine feel contemporary, inclusive and aligned with the habits and aesthetics of a younger audience.
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Client's
feedback
The client responded positively to the strategic shift towards a younger demographic, particularly the flavour-first approach and the bold, contemporary visual direction. They felt the playful tone successfully differentiated the brand from traditional British wine competitors while still maintaining credibility within the Wines of GB space. The vibrant colour palette and modern typography were highlighted as strong assets for standing out on shelf and performing well across social media.
The main feedback was to ensure the brand remained premium enough to reflect product quality, while keeping the playful personality intact. Overall, the client felt the concept effectively repositioned British wine as more accessible, expressive and culturally relevant for a new generation of consumers.