For much of 2012 and 2013, I worked with the independent, family owned wine and spirit merchant Berry Bros. & Rudd to review, clarify and refresh their brand. Established in 1698 at No.3 St James’s Street and holders of two royal warrants, Berry Bros. & Rudd are one of the world’s oldest and most resilient companies. They have endured and thrived because they have struck a successful balance between embracing innovation and retaining their best traditions, knowing when to change and when to stay the same.
The last two decades have seen dramatic growth and change in the business, but the brand hadn’t kept pace. Berry Bros. and Rudd wanted to re-establish the credentials of their brand and put it at the forefront of the next phase of their business expansion. I concluded that Berry Bros. & Rudd needed to create a more distinctive, attractive and coherent brand across the world. My recommendations included the definition of a platform, proposition and personality for the brand, a structure for brand and marketing management, and a comprehensive brand building and communications programme, starting with a refreshment of the Berry Bros. & Rudd brand identity.
Berry Bros. & Rudd brand offers discerning people anywhere the opportunity to enjoy the distinctive way of life and culture of Britain’s oldest wine and spirit merchant, inspired by the traditional background of St James’s London. Positioning themselves as the closest link between those who grow and make the wine and spirits and those who drink them, Berry Bros. & Rudd aim to encourage people to develop confidence in their own palate and taste, to appreciate all of their senses and in this way enjoy the British art of good living. With access to the world’s finest wines and spirits and offering a range of services, including wine tasting, education, collecting, investment and private and corporate events, Berry Bros. & Rudd are generous in sharing their expertise and knowledge with their customers. They also nurture long established relationships with their wine producers and spirit makers; and they extend their family way of life to customers, partners, suppliers and opinion formers alike. Berry Bros & Rudd are good people to do business with.
The personality of the Berry Bros. & Rudd brand and people’s experience of it, is shaped by the values of quality, service, integrity, authority and constant progress. The Berry Bros & Rudd way is to be, at all times, courteous, professional and imaginative. Their style is classically British with a twist, demonstrating worldliness, warmth and wit. The look of the brand emphasises beauty and simplicity. The feel of their shops embrace warm, timeless elegance. And the Berry Bros. & Rudd tone of voice is, at the same time, both proper and connected.
Under the direction of brand director and family member Geordie Willis, I worked to brief and then appoint Pentagram to lead the refreshment of the brand identity and to act as brand guardians. http://new.pentagram.com/2014/05/new-work-berry-bros-rudd/#more-63383. The refreshed brand identity is derived from Berry Bros. & Rudd’s rich and distinctive visual and linguistic heritage. As Pentagram partner Harry Pearce said:
“So substantial is the story behind Berry Bros. & Rudd that nothing needs dressing or fabricating, just retelling in the most candid and honest manner. The final identity is a respectful returning of wonderful things, lost in the past, reborn as a platform for an ambitious future. The hand of the designer is almost invisible, invention would have been useless”.
In addition, Harry and his team have also re-designed the own label wine and spirit brands, created a new advertising campaign in conjunction with fellow partner, Naresh Ramchandani, based on the inimitable phrase, ‘Is it good to drink’, refreshed the Wine Club service for drinking customers and the Cellar Plan service for wine collectors and investors.
I also helped to appoint the digital agency We are Friday, www.wearefriday.com. to undertake a phased re-design of the website. And we selected architects and interior designers, Urban Salon, www.urbansalon.com , who have evolved the retail offer at No.3 St. James’s Street and the warehouse shop in Basingstoke.
This has been one of the most fulfilling and enjoyable projects I have been fortunate to work on. In 2014, Berry Bros. & Rudd won the coveted IWC Wine Merchant of the year award for the first time in eight years. Former IWC Co-Chairman, Tim Atkin added, when giving the award:
“Berry Bros. & Rudd is all about excellence. This quintessential wine merchant excels in selling, strategy, execution, education and communication.”
This is a testament to the principles of a flourishing and enduring family owned business.