I was sent to Portugal, with a packaging designer from Michael Peters Associates, on a brief to come up with a name for Sandeman’s White Port. We were booked for a week – the agency were charging my time at £2000 a day so were happy to let me out of the office. Our schedule included a trip round the Sandeman bodegas in Oporto, lunch in the boardroom, and a three day trip up the Douro River to Regua, where the port is made, to explore the delights there under the general heading of fact-finding.
As the Sabena flight left Heathrow and the stewardess came round to offer refreshments I asked if they had a white port on the wine list. “Yes, of course.” she said. “If I was to order this in Portuguese, what would I call it?” I said. “Apitiv!”, she said. “How do you spell that?” I said.
By the time we arrived at the hotel in Oporto, the brand presentation and draft designs were complete. 30 years later it is still on the shelves.