Seppeltsfield came to Tucker Branding with a problem. Their current packaging was seen as a bit gaudy and found to alienate consumers with its factory image, overly decorative design, and minimal quality cues. They tasked us with a sophisticated redesign of their Cellar Door Collection to fall in line with the new branding architecture we developed for their fortified wines. We were also asked to consider presenting them as a collectable product.
Using the new brand and icon from the Paramount Collection, we created a range of six labels for the exclusive cellar door/online range specifically to elevate the quality perception and to present a better shelf presence.
Consideration was given to heavier, parchment-textured stock and the introduction of gold foiling helped to lift the quality cues of the packaging. The Seppeltsfield palm tree icon was retained on the capsule and screw cap. Bottle choice also played an important role in the packaging redesign as did the reference to the 1888 Gravity Cellar. Having lain dormant as a museum for 30 years, the Gravity Cellar was proudly revived for the 2010 vintage and is now celebrated once again by Seppeltsfield’s winemakers.
We also created a special 6-pack presentation box that embraced the design elements of the labels and features the history behind the 1888 Gravity Cellar and its importance in Australia’s fine wine landscape.