Oxford Landing has been one of Yalumba’s big hitters, selling more than 800,000 cases a year. It has also been named as one of James Halliday’s 100 top wines, which he attributed to “over-delivery against expectations at its price points.”
But time (and constant attacks by new and reinvigorated competition) wearies even the strongest brand and Oxford Landing’s packaging was not giving the wines shelf presence nor delivering the quality cues consistent with its price point.
So Parallax Design conducted research of the market and a competitor audit in all markets, then embarked on refreshing the brand.
That included a redesigned word-mark and roundel, stronger branding, simplified hierarchy of information, the introduction of a palette based on the colours of the Riverland, and new embellishments designed to elevate the Oxford Landing brand.
Six months later, the results are in. And they are better than good. Follow-up consumer research showed a complete turn around in market perception, and sales improved markedly.
