Creating a champion: The rebranding of Robert Oatley

This case study describes how Australian wine brand Robert Oatley achieved shelf standout and a rise in sales through a redesign of its packaging.

Creating a champion: The rebranding of Robert Oatley

The Collective Design Consultants

Executive summary

"I know that I shouldn't, but I always buy wine by the label."Jenny Butcher, 45, HR Consultant

When buying a bottle of wine, there perhaps is no other category in Australia — apart from books and music — where the consumer faces such an overwhelming choice. In 2013 there were 2,573 Australian wine producers1, and it is estimated the number of wine products on sale at a retail level is at least five times that amount.

Little wonder, therefore, that the label plays...

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