Best Package Series Design
Sunday Morning – Redbank
Exclusive to Coles nationally – Prosecco, Prosecco Rose and Pinot Noir
- Year wine was released to market: 2021
- Retail Price: $20 AUD
- Designed by: Design Energy
- Designed for: Redbank
Redbank needed to create a brand to sell exclusively through Coles stores nationally. The new brand had to appeal to a millennial consumer with the first 2 SKUs introduced being Prosecco and Prosecco Rose.
The Prosecco category is highly competitive so we needed to create a brand that would stand out. Redbank is an established winery that the younger consumer could perceive as old fashioned so we set out to change that. Though very different to the current Redbank portfoilo, there is clear brand recognition to retain the authenticity, quality and heritage of the Redbank brand mark.
With Redbank situated in the King Valley region, known for its Italian heritage and varietals, we decided to run with an Italian theme. Traditionally, Italians enjoy a Prosecco aperitif late Sunday morning while preparing an abundance of dishes for the many friends and family soon to arrive for lunch. The branding tells a story of shopping for fresh produce on a Sunday morning in the local Italian village – taking the consumer to that moment already experienced...or longing to experience. It was during lockdown 2021 that we came up with this direction, given that no one could travel. This created an emotional connection with the consumer.
We created different coloured Italian wall tiles and vintage bike for each varietal and soon after launch, Coles requested a Pinot Noir to be added to the range. The tiles and bike have an added gloss varnish as they would appear in real life, but this also creates a tactile experience for the consumer. The tile pattern has been carried through to finish off the necks for both the sparkling wines and the consider detail of the exposed red muselet was purposely chosen to create an "alfresco" look.
The branding gave Redbank access to Coles, which they hadn’t previously had. The Prosecco was runner up in the "Best Of" Awards against some pretty tough competition and in its first year of release. The premium price point on Proseccos means that they don’t do huge numbers unless on discount or for the high celebration months – spring carnival, Christmas where people are looking for a premium product to share.
The Pinot Noir has been a standout with volumes exceeding expectation and competing against well established high volume brands.
