Brancott Estate unveils new look for wine launch in Australia via Landor Associates Sydney
Strategic brand design and consulting firm, Landor Associates, has revealed a sophisticated new package design for the latest product range from premium wine brand, Brancott Estate.
Brancott Estate Flight is a new contemporary wine range which is naturally lighter in alcohol at 9% ABV. The range, launched in Australia last week, includes a premium Marlborough Sauvignon Blanc and Marlborough Pinot Gris. Both wines are full flavoured, classically ‘Marlborough’ and have been developed using grapes that are harvested earlier in the season.
At the outset of the project, Landor was asked to create packaging that appealed to Australian women aged 30-40 with high disposable incomes and predominantly living in urban areas.
A key consideration for Landor with the creative brief was how to maintain the aspirational and premium aspects of the Brancott Estate brand reputation, whilst also ensuring the new range of wines had a distinctly different packaging concept than competitor products on the market.
To meet this challenge, the label architecture maintains a level of similarly to the existing product range, ensuring the connection between new and existing could be subtlety made.
A light colour pallet with subtle fruit colours was then developed.
Says Dominic Walsh, managing director, Landor Associates Sydney: “It’s important to remember when working with food or beverage brands that maintaining appetite appeal is imperative, as this is often one of the primary purchase drivers for products within this industry.
“We’re proud to have been asked to take on such a challenging brief, and look forward to seeing the reaction of female wine drinkers in the Australian and New Zealand markets over the coming months.”
The project has seen Landor Associates further cement and grow its credentials within the FMCG alcohol industry, following the agency’s launch of two new flavor concepts for Jamesons Irish Whiskey earlier this year.
Brancott Estate Flight is now widely available from leading liquor retailers.
4 Comments
Nice explanation, but I still prefer Mo’s when asked what target market he was going for , ” any c _ _ _ with a mouth”.
I think that’s how it went, happy to be corrected.
I’m a female, aged 30-40, I have a high disposable income, and I live predominantly in an urban area.
I can tell you, the light colour palette with subtle fruit colours really does it for me.
I’ve never seen anything like this before.
“It’s important to remember when working with food or beverage brands that maintaining appetite appeal is imperative, as this is often one of the primary purchase drivers for products within this industry.”
That’s why you have the degrees, and we just do a shitty 6 week course at AWARD.
….the label architecture maintains a level of similarly to the existing product range, ensuring the connection between new and existing could be subtlety made…another connection that can be made is a subtle yet convincing similarity to the Hendricks Gin range.