BEST PACKAGE SERIES DESIGN
BANKSIA
A range reflecting the relaxed, joyous side to enjoying Australian wine.
- Year wine was released to market: 2021
- Retail Price: $16 AUD
- Designed by: Design Energy
- Designed for: Trentham Estate
Trentham Estate resides on the beautiful banks of the Murray River, where it is home to hundreds of species of native flora and fauna. Leading down to the river is the native garden abundant with wildlife. It is here that the local lorikeets munch on the native Banksia flower.
2020 and 2021 has created a time for reflection. Many people have reconnected with nature and for the first time many have enjoyed bird watching and taking in the natural surrounds. It was this setting that Design Energy wove the story around and created the brand name, BANKSIA.
We required a new brand that reached both domestic and export markets in an engaging way with broad consumer appeal, with an aim to open new markets. The focus was to create a range that wouldn’t conflict with our core Estate range. The designer hoped to create a brand that was quintessential Australian, in a tasteful way – without kangaroos and koalas! We also wanted to create a retail brand that would stand out on the shelves amongst the hundreds of other brands.
The peaceful but colourful aspect of the design has been created to engage an emotive connection with the consumer. With our unique position by the river, Design Energy set out to create a consistent brand story based on the environment. To capture the birds and foliage Design Energy sourced talented Illustrator, Andrew Hopgood.
The curved die-cut edge represents the flow of the river and adds to the tranquility of the brand to create a sense of place and adds shelf impact. The back label has been thoughtfully designed by following through the diecut edge, with added wavy lines and an approachable tone-of-voice to connect with the mid-range consumer this brand needed to appeal to.
Since launching BANKSIA, it has allowed us to enter a new country and gain an entirely new market, Brazil in South America. The importer decided to take on the BANKSIA brand as well as some other wine ranges, however it was the beauty of BANKSIA that initially attracted them to our products. They ordered 2 full containers for their first order, with the majority of the order being BANKSIA. This importer works with independents in the off-trade.
We have also very recently just secured core listings for two BANKSIA products with First Choice Liquor Market, which is another great win for this new brand. The products will launch on shelf in September and we hope to widen the range with First Choice, should they be successful.
Furthermore, we have been inundated with interest from export markets all over the world. We have shown BANKSIA to our partners and all have really loved the label with very positive feedback.
