Henriques & Henriques

Henriques & Henriques

brand case study

Everyone needs revitalising once in a while


Madeira was a drink with an image problem. Consumers didn’t buy it in the quantities they used to. Since the 15th Century, Henriques & Henriques has made Madeira wines of outstanding quality, planting its first vines in 1425, following orders from Prince Henry the Navigator. However, following Madeira wines falling from favour, it has come to be seen as an unfashionable and somewhat “fuddy duddy” drink. Time for a little revitalisation.


To change these perceptions and revitalise this brand of fine quality of H&H’s Madeira wines, Henriques & Henriques majority owner, John Cossart, commissioned Nucleus to painstakingly re-invent the brand in a soup-to-nuts process. A new Henriques and Henriques brand identity was created with a new and elegant expression of the Henriques & Henriques brand name and a double-H monogram. Then a distinctive new bottle was designed, prototyped, tested and manufactured, with new labels to distinguish between grape varieties and 3, 5, 10, 15 and 20-year-old wines.


Where distributors and retailers had been reluctant to order, post re-launch, whole new markets opened up for H&H. The commercial effect of the re-brand has been considerable, helping to secure the future of this venerable fine wine producer.