“It is not a wine for everyone, but it is for someone with a sense of history, a sense of rarity. It is also a chance to take a look back into the nineteenth century.” Paul Symington
Context
The Symington Family Estates are the leading producers of premium quality Ports. The combined sales of the family's Port companies make up over a third of all premium Port sold throughout the world.
The Symington family has released 656 bottles of a Port that dates back to the arrival of their great-grandfather Andrew James Symington in Portugal in 1882. Now 130 years later his direct descendants have bottled one of the remaining three barrels. The other two barrels have been entrusted to the next generation of the family and it is they who will decide their future, in 2025 at the earliest.
Project
This exclusive edition individually numbered was named ‘Ne Oublie’ after the original Graham’s family motto and for the company where Andrew Symington started his life’s work. The name reflects the respect with which the family regard their great-grandparents’ joint decision to commit themselves and their descendants to Portugal, to the Douro and to Port.
Inspiration
The inspiration was the luxurious, exclusive and premium universe to create an environment full of sophistication and storytelling. The colours reflect both the materials on the product packaging such as silver, crystal and leather and the organic, vivid aspect of the product.
Brand&Claim
The briefing focused on the idea of linking the past to the present and this concept of alliance or linking was explored in the logotype. In typography the ligature is a form that links letters and can make the composition more harmonious, consistent and unique. Ne Oublie connects to the present with a old and valuable legacy - a wine that embodies Graham’s brand positioning
- the luxury port wine.
"Memories come in many forms… ours just happen to be in wine” was the engaging sentence that was explored in the whole communication.
Inspiration from Herb Lubalin Lettering
This extraordinary wine has been bottled in a hand-made crystal decanter designed by Portugal’s leading glass manufacturer Atlantis. Three sterling silver bands, moulded and engraved by Scottish Silversmiths Hayward & Stott, and carrying the mark of the Edinburgh Assay Office, adorn the glass. The decanter is presented in a bespoke presentation box handcrafted with the finest leathers by quintessentially British brand Smythson of Bond Street, one of the world’s oldest luxury leather goods companies. Hence, Ne Oublie represents the work of the very finest artisans of the three nations from which the Symington family is descended: Scotland, England and Portugal.
Product Revelation
The first appearance of the produc took place in London in an exclusive cocktail party with the presence of the Symington family.
Invitation and Social Media
During those weeks some of these people were invited first by an e-card (save the date) and then by formal invitation, to the revealing moment that took place in London. The invitation was a combination of fine papers and exquisite print finishing (thermo-stamping and embossing), bearing the signatures of the Symington family members, and was sealed with a wax seal of the Graham's logo.
Documentary
Storytelling was the communication drive to envolve the target with the brand and product. The strategy was to come up with a teaser campaign where the Symington Family and the people involved with the brand tell the story of the product without revealing it completely. The 5 chapters and the complete documentary explored the hand-made process of the product development and reveals each detail of Ne Oublie and emphasises the family's dedication to the wine and it's region: the Douro.
Website
The objective was to create expectation and make the target part of the story. To make this approach more tangible a documentary was developed in 5 chapters that were first sent to a small audience by email and then published on the web site week after week until the revelation of the complete documentary.
Ne Oublie Website: neoublie.grahams-port.com
"This virtually immortal 1882 has such enormous colour, depth, viscous concentration and intensity of flavour that it really has to be tasted to be believed...”
Financial Times - John Stimpfig
Financial Times - John Stimpfig
“It seemed strangely appropriate to taste Graham’s Ne Oublie in the midst of a raging storm – thunder, lightening, rain like stair-rods. First, because it’s an electric Very Old Tawny – I’d venture to say, the most complete wine I’ve yet tasted from this ultra niche but growing luxury Port category.”
The Wine Detective - Sara Ahmed
The Wine Detective - Sara Ahmed
"Palavras para quê?...Ne Oublie é um manifesto de preservação da memória familiar e é também um hino ao Douro e aos homens e mulheres que ajudaram a construir a mais extraordinária região vinícola do mundo."
Público - Pedro Garcias
Público - Pedro Garcias
Ne Oublie represents the work of the very finest artisans of the three nations from which the Symington family is descended: Scotland, England and Portugal.
Luxurious Magazine - Beverage of the Month
This is Pacifica Branding&Creative Direction
Artur Serra Araújo Documentary Director
Filipe Braga Product Photos
João Pedro Marnoto Lodge&Vineyard Photos
Nuno Moreira / NUMO Photographer
Frederick Lazell Copyrighter
