We Make Bold Things Happen

The Pass

Greene King have an award-winning range of wine which is tailor-made to suit their range of customers and therefore it is always adapting; they decided to completely redesign one of their wines as it no longer appealed to the majority of their current customer base.

'Back of bar’ presence and visibility is of utmost importance to Greene King and this concept has already been grasped by most craft beer, cider and spirit brands. Most wine labels are designed for supermarkets where consumers can get 'up-close and personal'.


Greene King therefore decided to trial the same concepts used by craft breweries when redesigning The Pass Sauvignon Blanc. Unlike the label requirements for supermarkets or restaurants, they needed to work with an agency who understood Greene King's ideas and differences regarding ‘back of bar’ in pubs. We were able to use a ‘brutalism’ approach to accentuate the most important element of the label i.e. the visibility from 3 metres; also, using hot-foiling, we were able to tailor the label to appeal to both male and female customers of various ages.


Using our understanding, insight, input and adaptability throughout the project has resulted in a Sauvignon Blanc which can now sit alongside cider, beer and spirits at the 'back of bar' and be seen and understood by the consumer.


Green King, Foley Wines.


Creative. Design. Photography.

"The understanding, insight, input and adaptability of Regen throughout our project resulted in a new design which can now sit perfectly alongside cider, beer and spirits at the 'back of bar' and be seen and understood.
From conception, the project was affordable and signed-off within 2 weeks – a great result."


Tony Allen - Family Foley Wines










+44(0)1780 752445



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Crown Lane, Tinwell



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