Dow’s Aged Tawny Ports

Dow’s is one of the most venerable Douro Port houses, founded in 1798, and winner of the coveted Wine Spectator’s Wine of the Year. A sensitive evolution, we departed from Dow’s tradition of uniformity with each new label reflecting the age and price point.

In order to develop its distinctiveness, we elevated the previously quiet asset of its unusual W.DOW triangular marque. The large marque pulls away from the rest of the elements on pack, increasing its significance and making it more recognisable. Using triangular-shaped gift boxes to house each aged tawny also contributes to the ownership of this iconic marque and shape, creating a distinctive asset for the brand.

Negative tension between the Dow’s logo, hot-foiled on glass at the shoulder of the bottle, and the label towards the base, increases the modernity and uniqueness of the packaging. The front label highlights the provenance of the grapes and features the name of the range’s maker, master blender Charles Symington. The addition of progressive quality cues both graphically, through embossing/debossing and through the use of copy, serve to differentiate between the four ages of port and communicate the varying price points. Below the label, the handwritten signature of the founder of Dow’s, James R. Dow, communicates heritage and craftsmanship.