How we helped ASDA create a passport to wine discovery for The Wine Atlas collection

The Wine Atlas is a range of wines from Asda that highlight lesser known origins and varietals, and in doing so, help consumers broaden their repertoire by inspiring and encouraging exploration and experimentation in wine.

In 2024, Asda relaunched its Wine Atlas range as part of its summer refresh, with a range of new wines that feature a refreshed brand indentity and label design by Barlow & Co.

Winner

Drinks Business Award for Best Design & Packaging in Wine

The brief was to create a range of mid-tier ‘discovery’ wines from lesser known origins and varietals, and in doing so, help consumers broaden their repertoire by inspiring and encouraging exploration and experimentation in wine.

In addition, the brand and design should demonstrate Asda’s quality credentials, wine expertise and commitment to innovation.

Barlow & Co. helped Asda launch the range in 2015 and our concept, branding and point of sale was awarded the Drinks Business Award for Best Design & Packaging in Wine and the media exposure included The Telegraph, The Independent and The Guardian.

17

The original Wine Atlas range comprised 17 wines from retro regions and long forgotten grapes, including Sicily, Hungary and Romania

Barlow & Co. developed the name ‘The Wine Atlas’ to showcase a sense of discovery and enable the range to be able to grow and change across many different countries over time.

The bold design concept was inspired by travel posters from the last century. The range is all about rediscovering forgotten grapes and regions so the nostalgic design really fits with the wine inside. The full colour labels are also the perfect antithesis to the ‘wall of white’ we see so often in supermarkets today.

The strapline ‘A Passport to Wine Discovery’ was created to help reassure and engage with consumers.

The original Wine Atlas range comprised 17 wines from retro regions and long forgotten grapes. The new wines launched in 2024 all retailing between £6 and £7, with the focus on “accessibility of new and interesting styles.”

The new wines include a Greek Sauvignon Blanc Rhoditis from producer Cavino, a Greek indigenous variety complemented with 15% of Sauvignon Blanc; an “interesting” Carricante from Sicilian producer Settosoli; a full-bodied Monastrell Rosado from Jumilla; an Ile-De Beauté Corsican Rosé , a Provencal style rose that includes local grape varieties to provide interesting aromatics; and a Jaen from Mencia to provide an on-trend, lighter red.

Asda has also retained the Wine Atlas Feteasca Regala, from Banat in Romania, which has been highly successful in the range since it launched, selling around 40k cases a year.

What we did

— Brand design and assets
— Creative label concepts
— Artwork and production
— In-store POS templates

The new Wine Atlas medallion sits top-left of every label as an eye-catching endorsement. The tagline ‘A Passport to Wine Discovery’ sits in a gold footer as a brand sign-off, top and tailed with matching gold capsules across the range.

The new Wine Atlas range will also sit in a bespoke ‘hot spot’ along the fixture to avoid the discovery ranges disappearing into the wall of wine. Barlow & Co. developed the simplified Wine Atlas roundel and accompanying assets and imagery, and designed POS templates for in-store displays.

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