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Jacob’s Creek officially showcases brand redesign

Famed Barossa Valley winery, Jacob’s Creek officially launched its new look at The Island on Sydney Harbour last night, marking the most significant brand redesign that the winery has undertaken since 1976.

Prior to the redesign, the company engaged in extensive market research which uncovered that consumers found the Jacob’s Creek brand to be traditional, conservative and slightly old fashioned. The research also uncovered that many consumers didn’t actually know that Jacob’s Creek is in fact a place in the South Australian wine region, the Barossa Valley.

The brand-redesign was crafted to encompass everything that Jacob’s Creek wanted to communicate – that Jacob’s Creek is a real place, found by a family of wine makers and a family of grape growers. These three key elements are represented in the new logo which features a river flowing through a wine glass, cradled by vine leaves.

“We found out that if we could actually connect with our consumers and show them what the story behind Jacob’s Creek is, it would make a very significant difference in terms of appreciation for the brand itself – so we took on this opportunity and we decided to really re-brand Jacob’s Creek,” said Jacob’s Creek brand manager, Louis Cheng at the Launch.

“The two leaves represent the vineyards planted by the founder Johann Gramp, the wine glass is what the river flows through, and the river itself represents the essence of this brand.”

The re-design has already started to roll out across the country with international regions to follow, and will be featured across the entire Jacob’s Creek range including the Classics, Reserves, Cool harvest, Sparkling and the latest edition to the Jacob’s Creek range, Twin Pickings.

 

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