Branding and packaging concept
For this piece of work designers were asked to create a product range, brand and branded environment for a new vineyard in Australia. A wine range with a brand that would fit within the Australian domestic market. The form of the wine packaging was to have an element of uniqueness and innovation.
I identified an opportunity within a specific target market—Ritual Oriented Conspicuous Wine Enthusiasts (Bruwer, Li, & Reid 2002), they make up 18% of the Australian wine market and yet the vast majority of wines within their price bracket (averages $18 a bottle) don’t meet their needs. This target market are chiefly concerned with coming across as knowledgeable, sophisticated and fashionable. They want to impress others with their knowledge of wine. So the wine that they drink should communicate with these values, and be equally as impressive.
‘Apothecary’ is derived from apotheca, meaning a place where wine, spices and herbs were stored. This is what influences the brand narrative, as it provides a sophisticated and knowledgeable base that the consumers are seeking to communicate. This theme has been adapted to be modern, bold and confident, the aesthetic accompanied with the historical reference, has been designed to meet the needs of the consumer in terms of the way that they want to appear to others.
In matching with the strategy the bottle has taken on a kind of modern adaptation of an apothecary style bottle. The treatment of the label expresses this, with sections that look as though they have been filled in by hand—reminiscent of written prescriptions. The design is clean and simple with high contrast and sparing, though striking use of colour.