In order to attract consumer attention in a competitive marketplace where differentiation is challenging but crucial, Australian wine producer, Reschke, developed innovative packaging for its Fumé Blanc.
Reschke worked closely with packaging design consultancy Webb Scarlett DeVlam and supplier Kingfisher Glass to create a design solution that is simple yet demands attention on the shelf.
Innovation
The bottle’s unique feature is the fact it can be reused due to the inclusion of a novel glass, resealable closure — the VinoLok.
Hidden from the consumer at point of sale by the neck seal, the stopper is promoted by an innovative perforated winged tag at the bottle's neck which can be removed after purchase to ensure the wine’s premium positioning is not compromised.
The printed label is understated and minimalist, displaying the maturity and sophistication of the wine.
Once the contents are consumed and label removed, an attractive etched version of its former label is revealed in a subtle sandblasted-look screen print.
This reusability extends both the pack use and brand awareness long after the product has been consumed.
“We will continue to push forward with other innovations that will deliver both for consumers and for the growth of the Reschke brand,” Reschke managing director Burke Reschke said.
Awards
Reschke’s Fumé Blanc packaging has been successful in major packaging awards in Australia and overseas including this year’s prestigious Carter Holt Harvey Beverage Packaging Gold Award at the Packaging Council of Australia’s 2007 Australian Packaging Awards
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