South Australian winery Banrock Station has refreshed its label and cask packaging design, showcasing rare flora and fauna from the region to convey its commitment to the environment.
Created by Sydney design agency What Came Next, the new Banrock Station designs feature the endangered Blue Mallee tree as the hero image, as well as a number of species from the wetlands, such as the spiny daisy and Murray River turtle, to drive brand engagement with socially conscious shoppers.
Banrock Station GM marketing and category (ANZP) Andrew Stark said a number of wine quality cues are used on the designs to help the product stand out on shelf.
“We have highlighted on the packaging the beautiful Riverland where our wines come from,” he said.
“They have always been from this region, however, in the past we have simply said Wine of Australia. We feel that calling out a region helps to communicate wine quality. We’ve also cleaned up the packaging so it’s less garish in colour and now looks and feels more like a wine brand.”
Since 1995, the Banrock Station Environmental Trust has re-invested proceeds from its sales into environmental preservation projects, exceeding $6 million, which has gone toward the Banrock Station wetlands region.
“Banrock Station has real environmental credentials, which is a unique selling proposition for shoppers,” said Stark.
“We believe in giving back to the environment and the land that our wine comes from because good wine needs a great environment.”
The new packaging and label design for Banrock Station is now rolling out in stores around the country.