Ferngrove

Introducing the Gumleaf Collection by Ferngrove Wines:
A reimagined journey through Western Australia's lush wine landscapes, crafted to bring the essence of the Southwest region's native flora directly to your glass. With each bottle, Ferngrove Wines marries traditional craftsmanship with contemporary design, aiming to captivate both the seasoned wine connoisseur and the adventurous newcomer. This entry-level collection celebrates the unique beauty and diversity of Australian wine, making it an accessible luxury for every palate.

Date:

January 2023

Project Type:

Conceptual Rebrand

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Background

Ferngrove Wines, an already well-established winery in the southwest region, embarked on a transformative rebrand in their range to capture a growing market of young, culturally savvy wine enthusiasts. The initiative, named the Gumleaf Collection, sought to redefine wine enjoyment by infusing traditional wine-making excellence with modern, approachable branding.

This strategic move aimed to not only broaden their appeal across diverse demographics but also to deepen the appreciation for region-specific qualities, blending heritage with innovation to create a product line that resonates with contemporary tastes and lifestyles.

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Challenge

Ferngrove faced the dual challenge of distinguishing itself in a crowded market and appealing to young, inexperienced wine drinkers. Market research, including liquor store assessments, revealed that visually striking labels and distinctive bottle caps greatly influenced consumer interest.

Young consumers often select wines based on the aesthetic appeal of the label rather than the taste, which they are less able to judge. Historically, Ferngrove's wines, positioned at a higher price point with more sophisticated branding, were less accessible to this demographic, missing the opportunity to capture and educate these potential young enthusiasts.

Solution

The Gumleaf Collection was designed to attract and convert new wine drinkers through its visual and thematic appeal. The collection engages consumers' attention in retail by introducing vibrant illustrations of gum tree flowers and a standout bottle cap design.

The central theme of native flowering gums not only connects with the local landscape in which the winery is situated but also ties in with Ferngrove's premium Orchid King 2021 Malbec, allowing new consumers to draw connections within Ferngrove's extensive range. This strategy aims to foster brand loyalty among new drinkers, gradually introducing them to more sophisticated tastes within Ferngrove's range.

Outcome And Impact

Designed to expand Ferngrove Wines' market reach, particularly among younger audiences, the Gumleaf Collection is poised to transform novice wine interest into genuine appreciation. With its inviting aesthetic and approachable branding, the collection would ideally play a crucial role in demystifying the wine-buying experience for newcomers.

Through thoughtful design and strategic marketing, it aims to build sustained engagement and potentially increase sales, showcasing how a well-crafted entry-level product can introduce consumers to a lifetime appreciation of quality wine.

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