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.