BEST PACKAGE REDESIGN
Bunnamagoo Mount Lawson
- Year wine was released to market: 2022
- Retail Price: $16 AUD
- Designed by: Denomination
- Designed for: Bunnamagoo Wines
Having existed for over a decade in the shadow of brand tier Bunnamagoo, Mount Lawson had an image problem. The positioning and label design of Mount Lawson was too similar to Bunnamagoo, and differentiation between brands was primarily price driven. Unconventionally, brand cannibalization was observed to be in favour of the Bunnamagoo brand tier. Given the competitive nature of the price point, it was decided to retain the Mount Lawson brand (rather than create a new brand), and develop a new brand story and position. The brand position was inspired by the COVID-era domestic travel, where Mudgee and Central Ranges generally experienced unprecedented tourism traffic from Sydney and other NSW cities and towns. Adventurism, exploration and rediscovery were all themes the designers took inspiration from to design the label.
- Label reposition and redesign that appealed to a younger audience whist using the same brand name.
- The challenge of visually representing the new brand position.
- Designing a new label that possessed its own identity, while remaining linked to the parent label.
In the same way the Bunnamagoo brand refresh was inspired by the colour paintings in travellers' journals and moreover, the colours of our gumtree forests, the journey for our travelling customers over the Great Dividing Range to our home in Mudgee, became the inspiration. Mount Lawson is an extinct volcano on the original Bunnamagoo property and it being a landmark, played into the adventure spirit of the new brand position. The many iconic Australian fauna and flora were painted and represented on the new Mount Lawson label, providing a playful, interesting and importantly eye-catching brand representation. The brand story is summed up on the label "What lies beyond the horizon? The spirit of adventure, that hidden gem worth searching for, or the familiar and warm path home? We at Mount Lawson embody those notions of wide-eyed discoveries in every bottle we craft, combining human skill with the wonder and unpredicability of mother nature. To enjoy wine is to be continually exploring its varied landscape of flavour and character, with fresh discoveries awaiting you with every sip".
- Visually intriguing and winsome label, appealing to those who are both young or young at heart.
- Completely new and unique position for Mount Lawson; a separate identity from Bunnamagoo.
