BEST PACKAGE REDESIGN

Four Winds Riesling

For small wineries trying to compete against bigger well-funded wineries, the label is their only voice and it can make - or break - them. And the redesign of Four Winds Vineyard proved that design is an effective tool in turning around a brand’s fortunes. The company credits Denomination’s packaging redesign as the turning point for the brand’s resulting success.

For small wineries trying to compete against bigger well-funded wineries, the label is their only voice and it can make - or break - them. And the redesign of Four Winds Vineyard proved that design is an effective tool in turning around a brand’s fortunes. The company credits Denomination’s packaging redesign as the turning point for the brand’s resulting success.

Distributors had rejected the Four Winds Vineyard brand numerous times over the past decade, citing packaging as the key factor in preventing them from taking on the brand. We had to come up with a packaging solution that would wow them enough to change their minds.

The family too provided some challenges. The founding generation, who had commissioned the original packaging and identity design, were reluctant to change the brand too much lest the current consumer base were left behind. We needed to convince them that if we gave this current consumer base something better, that they would keep loyal to the brand, plus it would enable the brand to attract new consumers.

Finally, with a small winery the challenge comes not only from the sheer volume of the competition, but also from lack of marketing budget. The high overheads involved in producing wine means there is little left over for marketing spend. For a small winery such as Four Winds, it was a significant investment to commission Denomination to redesign their brand.

Having spotted the photographic talent of our client’s daughter Sarah Collingwood via her Instagram account, our design solution was to bring the name Four Winds to life in a memorable and engaging way featuring her beautiful photography. We art directed a series of images featuring household items on the property being blown by the winds at Four Winds Vineyard. Various aspects of the vineyard were featured thus bringing the vineyard to life on the packaging.

The modernity of the layout, and the simplicity of the typography, gave the labels the contemporary elegance that married to the cellar door environment. Having an image-heavy label meant that the packaging stands clear of the competition.

Recommending that the family member herself photograph the images reinforced the family-owned nature of the vineyard.

Finally the ability to connect the name to a visual device increases memorability and recognition by consumers. The use of multiple images also allows for a greater brand story to be told.

The F logo device we created also incorporated the original swirl device from the previous identity thus giving a transition from old to new.

The redesign of Four Winds Vineyard has been nothing short of revolutionary in terms of its impact on the financial fortunes of our client.

In the 18 months following the rebrand, the business saw:

- A 47.5% increase in sales revenue

- Cellar Door visitors increased by 245%

- Wholesale listings increased by 246%

- Winery production increased by 170%

- The increased activity meant that 11 new staff members were added to the Four Winds team thus having an economic impact on the small community of Murrumbateman

- 13.5% increase in gross profit since the rebrand

The impact that our design made to Four Winds was ratified by the Design Business Association’s Design Effectiveness Award which awarded this case study a Gold – one of 11 Golds to be awarded internationally amongst thousands of entries. The design also scooped four gold medals and Supreme Champion Trophy at the Drinks International Wine Design Challenge, adding to the “talkability” of the wine as these wins were featured in front page of the local newspapers as well as Canberra newspapers.

“We have been overwhelmed by the response to the new label design. The business has been able to list its wines with a high profile, on-premise distributor which was a key objective of the project.”

Sarah Collingwood, Four Winds Vineyard Business Manager.

Previous Design

Updated Design

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