Wine packaging design is the front line when it comes to engaging with consumers. Design can either entice new consumers or scare them away.
Rowena Curlewis is the CEO of Denomination, an award winning drinks design consultancy based in Australia, the UK and the US.
In its 20 year history, the consultancy firm has worked with countless clients to help develop highly individual brands, as well as becoming the only global drinks design agency to have achieved climate neutral status.
In her talk, Curlewis will discuss consumer profiling, the impact of global trends on consumer purchasing behaviour and needs states, and understanding how brand trust has evolved.
“Why do some NPDs succeed, and others fail? Why do some consumers love it when you change your label, and others hate it so much that they walk away from your brand?” she asks.
“What influences consumer’s thinking?”
In this talk, Rowena will discuss consumer profiling, the impact of global trends on consumer purchasing behaviour and needs states, and understanding how brand trust has evolved.
She will also look at how to dissect a brand’s distinctive brand assets and know which to amplify, which to keep, which to evolve and which to revolutionise in order to ensure that consumers embrace and not resist the change.
Curlewis’ insight, passion and knowledge about the drinks industry means she is a regular contributor to drinks and design press, and has lectured and chaired panels in design, innovation and drinks packaging.
PACKWINE is now in its second year and is shining a spotlight on how change can be brought into the wine packaging industry through a print and digital forum as well as a trade exhibition, allowing leading suppliers to display their products and services. Design awards will also highlight the year’s best wine packaging.
PACKWINE will feature a number of industry leaders as part of its webinar component, including Neil Scrimgeour, business development manager of Affinity Labs; Paul Baggio, managing director of Della Toffola Pacific; and Porto Protocol manager Marta Mendonca.
The PACKWINE Forum & Expo will be published in the September 2022 issue of the Australian & New Zealand Grapegrower & Winemaker, the wine industry’s leading publication, while digital content will also be published online.