Wingara Wine Group's La La Land range has welcomed a new Rosé variant to its eclectic collection of new generation wines, and with it an adventurous label design.
PKN spoke to Wingara Wine Group marketing manager Annelie Mitchell, about the thinking behind the creative on this wine label.
“Josh O’Meara at Beetle Creative Melbourne designed and illustrated the label and local Mildura business, James Print was involved in evolving the specifications and printing," Mitchell said.
"The brief provided to Beetle Creative was to create a contemporary and eye catching package using fresh colours that complement pale dry Rosé and encapsulate summer drinking, as well as retain a similar brand persona to the rest of the La La Land range – striking, unique, slightly fantastical and quirky," she said.
"Research told us that in the $15+ price point in Australian retail, the Rosé market segment tends to be dominated by fairly ‘traditional’ brands and ‘conservative’ labels.
"The differentiation for many Rosé wines, especially imported French rose, is only the bottle shape. That indicated in Australia, where the growing Rosé category is being driven by a high proportion of millennials, there was opportunity to create a label significantly different to competitors, and which would appeal to a younger and new generation of wine drinkers.
"We already thought that flamingos would work well – pink colour, exotic, in fashion and a nice fit for a relaxing Rosé on a summer’s day. Then there just happens to be a slightly absurd scene in “Alice in Wonderland” (which is a wonderful source of inspiration for La La Land!) that uses flamingos as croquet clubs.
"The Queen of Hearts was also added, another character that just seemed to fit nicely and painting the white roses pink – all fitting in with the Alice theme. While the La La Land Malbec label invites people in, Josh wanted another perspective with the Flamingos running out of the label.
"James Print provided great advice on using embellishments to help the label pop and come to life."