For over 2 decades P&W has designed the The Beaujolais range for Seicomart. Seicomart is one of the largest convenience store chains in Japan with around 1200 outlets.
The halo e ect of its own brand wine o ering is one of the key things which di erentiates Seicomart from its competitors.
20-years is a long time to be working on the same brief but P&W always strives to bring something fresh, innovative and unexpected to the project. Each time we approach the brief we do so with fresh thinking not preconceived ideas. We seek to surprise the client and the consumer.
Our creative explorations each year are broad and eclectic. We are never satisfied until our designs strike the right chord. In 2024 we pushed the boundaries of generative AI to hit the note we were striving for via vivid and unique digital-depictions of the Beaujolais region.
It was the remastering of photography, using AI techniques that produced the core imagery, taking us on an inspirational journey. It was the intervention of traditional skills that elevated the final designs and defined the exceptional journey end. In 2024 sales of the Secoma Beaujolais range increased by 12%.
