The new Banrock Station design heroes the endangered Blue Mallee tree, as well as a number of species from the wetlands, such as the spiny daisy and Murray River turtle. By highlighting these endangered species the brand is aiming to connect with a socially conscious audience and tell the story of the winery’s conservation work.
“When we started working with the brand, we felt it was critical to amplify the unique elements that exist in one of Australia’s finest conservation areas. The Banrock Station Wine and Wetland Centre is an international tourist attraction, with over 8,000 visitors a year. It sits on a ridge offering elevated, panoramic views of the Banrock Lagoon, the working vineyards, native woodlands, the Murray River and beyond. Its environment is teaming with indigenous fauna and animals which are protected through the conservation work. For the packaging, we used the identity to encapsulate the ethos and a simple brand architecture which could flex across the entire portfolio of different offers and varietals. The rich stories relating to the unique species found in the area was then told across the back labels, cases, and supporting brand collateral,” says Glenn Kiernan, creative partner at WhatCameNext_.
Banrock Station GM marketing and category (ANZP) Andrew Stark said a number of wine quality cues are used on the designs to help the product stand out on shelf.
“We have highlighted on the packaging the beautiful Riverland where our wines come from. They have always been from this region, however, in the past we have simply said Wine of Australia. We feel that calling out a region helps to communicate wine quality,” says Andrew.
Since 1995, the Banrock Station Environmental Trust has re-invested proceeds from its sales into environmental preservation projects, exceeding $6 million, which has gone toward the Banrock Station wetlands region.
“Our commitment is reinforced by ongoing improvements in environmental choices with our packaging and use of sustainable techniques in the vineyard and winery with water and energy. Banrock Station has real environmental credentials, which is a unique selling proposition for shoppers. We believe in giving back to the environment and the land that our wine comes from because good wine needs a great environment,” adds Andrew.
The redesign for Banrock Station is now rolling out on pack in stores around Australia this month.