When briefed to develop a brand for Bleasdale's iconic tawny Port we named it 'Fortis et Astutus,' the Potts' family motto meaning 'Bold and Crafty.' Bleasdale's founder, Frank Potts, served under Nelson and had sailed the world by age 21. Thus the bottle was modeled on those used by the Royal Navy—short and squat with a low center of gravity that kept them from toppling over in rough seas. Typeface: Minion.
