-Casella Family Brands announces the evolution of an iconic label design to be revealed at Chengdu

 When [yellow tail] wine first hopped onto the scene, it was instantly recognisable against a sea of traditional wine labels thanks to its now iconic label. With its unusual typography, bright coloured banners and the legendary Roo, it introduced consumers to a different attitude towards wine; one that stripped away the complexity and made it accessible to everyone.

Casella Family Brands has today announced the packaging for [yellow tail] and [yellow tail] Reserve has been refreshed for the first time in over 6 years. As the wine category becomes increasingly cluttered due to a plethora of label designs, a subtle evolution of the packaging has been implemented to keep the brand fresh and relevant amongst both trade and consumers, with the key objective being to increase shelf-presence.

Small Changes, Big Impact

As [yellow tail] is widely credited as having a very distinctive wine label, the strategy was to evolve the existing design.

Changes include:

• Enhancing the most important and recognisable brand asset -- the much-loved Roo
• Increasing the label size to improve recognition and shelf standout
• Including the signature of [yellow tail] founder John Casella to communicate family ownership and authenticity
• Textured paper to elevate quality cues
• Bolder and tighter typeface to ensure greater legibility of varietal
• The colour banners across the range have been made brighter to assist stand out

Reserved for something special

[yellow tail] Reserve is also being re-launched in China. Three key varietals - Cabernet Sauvignon, Shiraz and Merlot have a fresh new look to communicate the premium quality of the wine, whilst still reflecting the fun and playful personality of the brand. The new pack communicates Casella family ownership providing a mark of authenticity and has been designed to bring a hint of something special to any occasion.

Commenting on the pack refresh, James Wilson, Regional Manager Asia Pacific, Casella Family Brands said; "We are excited to launch the new look [yellow tail] and [yellow tail] Reserve in China. Whilst the [yellow tail] brand continues to increase sales, research** tells us consumers upgrade their wine choice when the occasion warrants it. A premium offering like [yellow tail] Reserve is perfect for special occasions whilst still maintaining the sense of fun the brand is known and loved for. For quality and value, the [yellow tail] Reserve range provides the perfect solution without a high price tag."

[yellow tail] Reserve will be featured at the Chengdu Trade Fair at the end of March. The Trade Fair is one of the biggest wine fairs in the world and provides an opportunity for CFB to showcase the brand to key wholesalers.

The new packs will be available in market from March 2017 onwards.