Rave was tasked with creating a new identity for Carlsberg UK to relaunch its ‘Cellar Selection’ programme to pubs, clubs and restaurants. From this identity, a direct mail pack was required to generate direct sales and support the activity to Carlsberg UK’s account management base.
Working under the broader ‘Wines & Spirits’ identity that was previously created by Rave, a sub-identity was designed that allowed the ‘Cellar Selection’ programme to stand out in its own right, and convey its core values. The direct mail pack then utilised high quality printing techniques to support the premium, niche and inspiring nature of the programme.
The 'Cellar Selection' programme increased both revenue for Carlsberg wines and customer awareness of the products on offer. The brochure was an effective tool in getting the brands voice heard and played a major part in the premium wines development plan.