Banrock Station is a South Australian winery motivated by environmental concerns. For every Banrock Station wine sold, the company donates to environmental projects throughout the world. That commitment exceeds AU$6 million to date, funding 130 projects in 13 countries.
Banrock Station has completed a major transformation and restoration of wetland areas, with very careful and expert on-site environmental and biodiversity management restoring some 2,500 acres of wetlands now recognised under the Ramsar Convention as being internationally important. Protecting the wetlands of Banrock Station is equally important as producing bold, quality wines full of character. The brand has also provided financial support to other global conservation projects, from helping to protect the Great Barrier Reef and the turtles who call it home, to the management of a diverse range of projects across salmon, orangutans, polar bears, wetlands, forests and many others.
“Updating any brand and packaging is a process that requires careful, strategic and well considered design solutions,” Tucker Creative told PKN.
Updating this one was a special project. Few brands have missions outside their own products and their marketing to promote.
The brand, Banrock Station, covers a range of wines aimed at a variety of wine drinkers in many markets - Australia, the UK, Europe, Canada, USA and parts of Asia.
This is how the agency used design to underscore a wine brand like no other.
Laying down good foundations:
“The success of the reinvigorated brand is a combination of deep market research, performed in the UK and Australia, the realignment of Banrock Station’s core communication objectives, and a significant design and communications revamp. The re-design was aligned to meeting consumers’ needs for greater communication and understanding of both the wine and the brand’s near 20-year commitment to environmental funding of conversation projects around the world,” Tucker Creative explained.
Matching design and materials to the brand personality:
“The new packaging features refreshed colour palates, a consistent treatment of the masterbrand, the use of recycled paper (used where possible), with close attention paid to the selection of typefaces, embellishment such as high build gloss, high build matte and grain emboss. The creation of a key communication piece called the ‘Eco Device’ resulted in a compelling neck label being developed, clearly communicating the brand’s AU$6 Million environmental contribution to date.”
Analysing results:
“The response so far has been overwhelmingly positive, with existing loyal consumers saying they really love the new look, and when reviewed as part of a larger research study across Australia and the UK, new consumers, commented that the contemporary new design will motivate them to re-consider Banrock Station.”
Revitalising wine brands is one of the agency’s hallmarks.
For Houghton wine range, which entails six tiers, with multiple SKUs in each, Tucker Creative launched a new Houghton sub-brand, Crofters, along with point of sale, website and other communication pieces, a creative challenge the required the agency to integrate brand, packaging, consumer, trade and internal communication objectives.
Tucker Creative also gave Starve Dog Lane a sophisticated, edgy website design. The technical boundaries of label printing were broken with the introduction of screen textures, grain texture embosses and other embellishments in new and unique ways.
