BEST PACKAGE SERIES DESIGN
Roller Derby Collection of Fortified Wines
The Roller Derby Collection of Fortified Wines
- Year wine was released to market: 2012 for Ruby | 2020 for Pink
- Retail Price: $28 AUD
- Designed by: Dan McKeating from Studio Lost and Found
- Designed for: Arthurwines
Arthur Wines is a new player in the Australian Fortified Wine space. We only make fortified wines and we focus on shifting the negative perceptions of these classic Australian wine styles. Fortifieds are fun and deserve to command attention.
How do you make fortifieds fun? How do you compete with multigenerational fortified wine brands? How do you get customers interested as once people taste they more often love these wines. The challenge was tackling the perception of an entire category of wine style.
We came up with three characters that create interest and intrigue on our front label. The packaging needs to be vibrant and attractive. We chose a flint glass 500ml bottle to show off the colours of our wines with a GPI closure (to remove cork taint risk).
To finish the look we chose a custom neck tie and finished with a clear tamper proof seal.
These wines stand out on a shelf amongst the entire fortified category. They are different and the labels encourage customers to pick up the bottle turn it over and ready the back label. The back label has serving suggestions for each wine plus tasting notes and the mandatories. The three wines together also provoke interest in the three wine characters whom all are sporting roller skates in homage to roller derby. Often customers will buy a wine for the label artwork rather than the wine. They also lend themselves well in the gift market.
The brief of fortified wines for a new wave for foodies and wine enthusiasts has definitely been met and the labels match the wine personality and our core brand vaues.
