Design is a powerful tool in any winery’s toolkit. Effective design can turn around the fortunes of a struggling winery, and vastly improve internal morale and belief in a brand. It can also help gain new listings and, perhaps most importantly, take your brand to a dominant position in the marketplace.
Denomination is passionate about the Australian wine industry and the impact that great design can have on clients’ businesses.
“We believe in the power of effective design, and we are very conscious that we often hold the future success of brands in our hands,” says Rowena Curlewis, CEO of Denomination.
“That’s why we’re delighted to be selected as a finalist in the Wine Industry Impact Awards. It has allowed us to demonstrate the effectiveness of design on Australian wine sales and quality perceptions.”’
How do you ensure your design will be effective? “Know your market,” says Rowena, “along with your consumers and your brand – and know where the opportunities lie.
“Also, partner with a design consultancy that can give you this advice, as well as create you a distinctive, appealing and effective label design.”
Robert Oatley Vineyards revamped its branding with Denomination and experienced a 300 percent increase in sales within a 20-month period.
“No advertising, no change in distribution, pricing or product – just an effective design that consumers loved,” Rowena says.
“Importantly, trade loved it too and the sales team secured more than 1,000 new listings in retail and on-premise as a result of the new design.”
In another stunning example of great design lifting business, Barwite Vineyard needed to radically change its brand and develop a new one that would appeal to consumers and convince them of the brand’s quality, as well as to re-motivate their internal team. Denomination’s development of ‘Friday’s Child’ succeeded in turning around this business by producing an evocative, appealing brand that was unique and memorable, that communicated the premium boutique quality of the wines, and that tapped into consumer trends for personality-led brands.
“We’re pleased to say the business is no longer in trouble as a result,” says Rowena.