Truly Deeply/Madly

If you can’t beat em’, why not try and join em?

I flipped across this arti­cle from the week­ends paper and found it quite inter­est­ing. Why? Because Casella Wines own­ers of wine label ‘Yel­low Tail’ has found it nec­es­sary to own the square bracket […] in the wine mar­ket and is will­ing to fight for it.

U.S Bronco Wines label ‘Down Under’ while try­ing to posi­tion itself within the cheap wine mar­ket, has repli­cated the visual code of ‘Yel­low Tail’ for its brand­mark. By repli­cat­ing the iconic Aus­tralian ‘Yel­low Tail’ bracket, Bronco Wines ‘Down Under’ label posi­tions itself as being very much Aus­tralian made and attempts to posi­tion itself by visual cues as a Aus­tralian label. The visual cues that ‘Down Under’ has “bor­rowed” to posi­tion itself shoul­der to shoul­der with ‘Yel­low Tail’  are as followed:

1/ Square Brack­ets around wine label name
2/ Iconic Aus­tralian Ani­mal on the label — Yel­low Tail (Kan­ga­roo) vs Down Under (Koala)
3/ Both wines come in high-shouldered bot­tles
4/ Australian-centric word­ing in con­nec­tion with the sale of Aus­tralian wine

‘Down Under’ sells for about $3, half the price of [yel­low tail]. It is a touch too obvi­ous to see who’s try­ing to under­cut who. Casella Wines is putting its foot down, and so it should.

Tim Wood
Cre­ative Genius

Tags: Brand Agency, Brand Design, Brand Strategy, Bronco-Wines, Casella-Wines, Corporate Image, corporate-communications, Down-Under, Graphic Design Melbourne, Yellow-Tail

This entry was posted on Monday, August 17th, 2009 at 11:46 am and is filed under Brand Voice, Visual Language. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.