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...