BEST PACKAGE SERIES DESIGN
Rivah – Gill Estate
A mid range, which includes varietals to appeal to a millennial consumer – Rose, Pinot Grigio, Malbec and Tempranillo.
- Year wine was released to market: 2022
- Retail Price: $20AUD
- Designed by: Design Energy
- Designed for: Gill Estate
'Rivah' (river) is the introductory range for Gill Estate, a newly established winery by the Murray River in the Victorian Sunraysia district. The winery owners are new to the wine industry so, director of Design Energy, Trish Dunstone, lead the way with strategy, consumer and trade advice to create impact and engagement in a competitive market place.
Our strategy was to create a story that was unique to the area. Having grown up in the region, Trish Dunstone, was able direct her team to what "life by the Murray River" means to create a sense of place. In a competitive market place for this price point, we needed to create impact and give this brand it's 'onlyness' – what is unique for this client that others can't claim.
Rivah (river) tells a story of lazy days basking in the sun surrounded by Murray River flora and fauna – gum trees by the bank, fish swimming through underwater reeds and the majestic pelican, which is synonymous to the region.
Design Energy was responsible for the range naming with a alternative spelling of "river", the name "Rivah" also means origin.
With its striking colour combinations, highlights of textural gloss varnish and an electric blue foil logo, Rivah is sure to entice the consumer for that “pick-me-up” moment.
By adding texture through stock choice, the unexpected blue foil and the additional high build varnish areas, it lures the consumer to engage in a tactile experience with the brand, which by this time, they have decided to purchase purely based on the packaging.
The Rivah range has been a huge success with the local region. The client has found it easy to be added to local wine lists and retailers because it tells the story of the region so well. Consumers are in love with the packaging!
The client is currently exploring export markets with particular interest from Singapore and other Asian regions.
The website (also created by Design Energy) has only recently gone live so the client is expecting further interest and distribution nationally.
