Ancestrel — the first company in the UK to import natural wine — marked its tenth year with a full rebrand by London studio All Purpose, spanning website, packaging, merchandise and trade event marketing. The identity rejects the received conventions of wine branding in favour of something lurid and deliberately unrefined, closer to the shop’s Forest Hill character than to a chateau. All Purpose, previously behind the redesign of several hyper-hip wine brands, treats the category’s polish as the problem rather than the goal.

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