Sydney-based studio Boldinc Brand Innovation developed limited edition packaging for Jacob’s Creek Le Petit Rosé, collaborating with Australian illustrator Heidi Willis for the nature-inspired design.
Le Petit Rosé is one of Australia’s most awarded rosés, having won the Best Rosé of the Year at the Royal Queensland Wine Show 2019, Sydney Royal Wine Show 2019, China Wine & Spirits Awards 2018, among others.
The ‘In the rose garden’ limited-edition Jacob’s Creek Le Petit Rosé was developed with a design that immerses the bottle in a rose garden intertwined with vines and butterflies.
The design, which was in stores from December 2019 to May 2020, saw a 23 per cent increase in sales for Le Petit Rosé compared to the same period the year before, and aimed to support the premiumisation of the brand.
“Our objective was to confidently stand out on shelf, so a full bottle wrap felt like a perfect solution to achieve maximum coverage of the illustration,” Boldinc client director Amy Barnes told PKN.
“The light, provincial style liquid is what consumers are enticed by and so it was of key importance that the design should enhance the liquid colour, not mask it. We also wanted the pack to be recognisable so we were conscious to maintain consistency for the core elements: the label style, shape and colour.”
The new design is applied to a plastic sleeve that is wrapped on the existing bottle and features a tear tab on the side for consumers to easily recycle both the bottle and wrap.
The labels were printed by Labelmakers using flexo print, with the use of metallic ink to “pull out the delicate petal detailing and link back to the copper foil on the core pack,” said Barnes.
“The design heroes one of Le Petit Rosé's key assets: the rose,” she said.
“We worked with renowned botanical artist Heidi Willis who created the unique artwork that perfectly reflected the delicate palette of the wine and elevated Le Petit Rosé's sophisticated French style.”
Boldinc creative director Chris Baker told PKN to truly add value to a brand and increase affinity beyond the limited period in its market, it should be designed with purpose and have a story that authentically ties into the brand's positioning.
“A successful limited-edition design will leverage the excitement of a special occasion or theme with a unique or extroverted appearance, while ensuring it still feels ‘on brand’ through considered use of brand colours and distinctive, identifiable assets,” Baker said.
“A good test is to imagine when stock of your limited-edition packaging gets low, retailers could display it next to your core pack; together they should look like brother and sister, not distant cousins.
“And finally, we encourage brands to take opportunities like this to be bold!”
