WBC logo proposal
Branding · Logo Design · Visual Identity
reconnecting heritage with a new vision for packaging
Context
WBC (Wine Box Company) started as a specialist in wine bottle packaging but has since expanded into a much broader range of packaging solutions, from protective shipping boxes to corporate gifting and retail displays. Now part of Premier Paper Group, the company had developed a distinctive and creative DIY-inspired branding, built around cut-out imagery, taped photography and paper-inspired colours. However, its existing logo no longer reflected this personality or the evolution of its business. As part of the in-house creative team, I proposed a new direction to bridge that gap.
A logo rooted in heritage
My proposal brings the bottle back to the centre of WBC’s identity, celebrating its heritage without restricting the brand to wine. The icon combines a bottle with the idea of unwrapping a gift, placing packaging and gifting at the heart of the brand. A deep burgundy replaces the traditional red, offering a subtle reference to wine and a more refined look. The typography aligns with the company’s existing branding, while the clean, modern design reinforces WBC’s digital-first nature as an e-commerce business.
A clearer strategic positioning
A distinctive visual language
Designed to work across digital platforms, packaging and promotional materials, the logo provides a strong and recognisable visual signature. Its simple icon, burgundy colour and typography create a versatile foundation that complements WBC’s existing DIY-inspired creative language while bringing greater consistency and character to the brand.
Outcomes
The proposal received positive feedback from the creative team but was ultimately not implemented. Following a strategic shift, Premier Paper Group decided to make WBC its dedicated packaging division, moving towards a more integrated identity that placed greater emphasis on the parent group. Although the project did not reach production, it offered a strategic alternative to reconnecting WBC’s visual identity with its heritage and evolving positioning.
