Dee Vine Estate has unveiled a complete packaging refresh for its Nericon wine range with a sleek new label, and introduced a new varietal to the range.
Michael Farah, National Sales Manager for Dee Vine Estate, told National Liquor News the changes to Nericon’s packaging better reflect the evolution of the brand and its identity today.
“Our Nericon range is a flagship to our humble beginnings, a classic label that’s has evolved over time that embodies quality and timeless sophistication, and we feel captures the essence of the Nericon brand.
“For the redesign, we wanted to make subtle changes to elevate the label, not just to look premium – but to feel premium,” he stated.
The label redesign incorporates a new diamond pattern printed with a matte high build screen, resulting in a raised, matte finish. The background is then overlayed with glossy Nericon branding, created using gloss super high build screen printing. While the use of multiple screen printing techniques gives the label a tactile feel and contrast, the different screen heights also ensure that the label stands out on crowded retail shelves.
In addition to the packaging refresh, Dee Vine Estate has also expanded the range with the introduction of a Pinot Noir locally grown on the Nericon vineyard.
The refreshed Nericon range hit the marketplace three months ago and has already seen great success. While the packaging refresh is appealing to new consumers, it was also designed to reengage loyal customers by giving them a renewed sense of excitement about the brand.
“We anticipate that the new packaging and extended range will resonate strongly with our current customers by reinforcing the quality and consistency they already associate with our brand, whilst also offering a fresh, modern look that reflects evolving consumer demands for visually appealing content,” Farah concluded.