The people behind Australian brand Taylors Wines wanted to reinvent the identity of the brand, and enlisted the agency 'Creative Platform' to do this.
The brand has historic roots in Australia and instead of maintaining an identity that reveals such roots, it wanted to be able to target new drinkers and young consumers in order to maintain its relevance in the market. As a result, the brand's 'Taylor Made' range was reinvented to target a more youthful demographic. The resulting labels have an artisanal feel, with wood-like paper and a bronze geometrically drawn sea horse as its logo.
Taylors Wines' re-branding indicates a growing need for brands to target younger demographics rather than steadfastly preserving their history as brands once did.
Artisanal Wine Labeling
'Taylors Wines' Rebranded Its Bottles to Target Younger Consumers
Trend Themes
1. Youthful Branding - Brands are reinventing their identities to target a more youthful demographic, creating innovative label designs
2. Artisanal Labeling - Brands are opting for artisanal label designs that convey a unique, handmade feel to consumers
3. Minimalistic Design - Brands seeking to appeal to younger consumers are adopting minimalist label designs that are simple and sleek
Industry Implications
1. Wine - Wineries and wine makers are rebranding and adopting innovative label designs to appeal to younger demographics
2. Marketing and Advertising - Marketing and advertising agencies are helping brands reinvent their identities to appeal to new audiences
3. Packaging - Packaging companies are providing unique and innovative label design solutions to brands seeking to stand out in the market