Bélena

Since 2016 Calabria Family Wine Group has evolved its portfolio with bespoke packaging & wines that push the boundaries resulting in the creation of some of Australia’s top-selling wine brands. In late 2019, the Group set out to develop a unique bottle that would be visually appealing on the shelf and match the award-winning quality of wine that is inside the bottle. Working with the winery's in-house design team, it started exploring alternative bottle shapes and glass designs with the company’s supplier to turn a 750ml bottle into something special for the intended target market. After researching and looking into 3D shapes, the team sketched up a 3D diamond shape that would cover the surface of the glass bottle in a repeat pattern - this shape was also very fitting for the brand essence. The supplier assisted with the drawings and assisted in bringing this unique shape and format to life.

100% of Calabria's production & bottling is done in-house. The brand development team had to work closely with its production/bottling line team when designing the bespoke bottle to ensure it would move through the bottling facility effectively. They had to take into consideration label application, which had to be a smooth surface. Originally the label panel was a single square on the front of the bottle, however after working with the production team, a smooth label panel to wrap completely around the bottle in a rectangle shape was applied to the design, which accommodated the full wrap label with ease.

Due to the bespoke nature of the glass and design, the team had to explore many options surrounding the label - as they didn't want this to compromise the bottle's beauty. They opted for a classic premium white label, printed by CCL on its bespoke 'Wine Note' stock and embellishments of gold foil with minimalistic elements. This enhanced the bottle's bespoke glass finish and rounded out the elegant design of the full look. This was the common theme for the screw cap design, marked with Calabria's masterbrand lock up and simple white and gold elements to compliment the glass and label.

The product was launched into the domestic market in 2021, to date it is now one of the Group's top-selling wines, with comments coming in from retailers in regards to its visual appearance on the shelf to customers. Repeat orders are strong - bringing the innovative idea to full circle with quality award-winning wine matched with a product that is visually appealing.