• US$430

• 47 designs

• 11 designers

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Graphic Design Brief

Tahbilk Exclusive Label – Label Brief

Brand History:

http://www.tahbilk.com.au/about-us/background

http://www.tahbilk.com.au/about-us/history

Tahbilk’s brand appeal has typically been to the 50yr + male
This new label is aiming to introduce the brand to a younger demographic ideally with a 50/50 Male/Female split

Task Description:

To design a refreshing new Tahbilk label that will be used for a chain retailer exclusive.

We are looking for a fresh new angle that will appeal to the younger demographic of 25-45 years of age.

The only mandatory is that the Tahbilk Brand name must still feature on the label.

The range:

The range of wines will consist of a 2012 Shiraz and a 2012 White Blend (Rhone varietals). The white blend will possibly be given a proprietary name without listing the varieties on the front label

Market:

The primary market is the high volume retail environment so the label should have strong presence and appeal to both males & females primarily in the 25-45 year age bracket.
The Shiraz will retail between $15-20 and the white blend $12-15 however the package should portray a higher price bracket

Some ideas:

Utilise the Tahbilk tower as a key feature of the label. This could even be an abstract or sketched version of the tower (see photo attached) like in the older version of the logo attached

Potentially use the Wetlands in the story/design

http://www.tahbilk.com.au/tahbilk-eco-trails-history

Feature the Carbon Balanced logo on the back label highlighting our environmental conscience (see logo on separate attachment)

Move away from the existing black & white themed labels


Mandatories:

Front Label: should not exceed 110mm x 95mm
Vintage & Variety – for example 2012 Shiraz
Origin – Central Victoria, Wine of Australia

Back Label: should not exceed 100mm x 95mm

Brand name

Vintage & Variety

Alcohol, Volume, Country of production

14.0% (for the Shiraz) vol. 750ml (must be 4mm in height)
13.0% (white blend)

Contains egg, milk and nuts. Traces may remain (on shiraz)

Contains milk. Traces may remain (on white)

Wine of Australia

Leave space for inserting barcode, recycling logo and pregnant lady (alcohol warning) logo

Back Label text:

2012 Shiraz
Sweet scented spice, pepper and vanillin aromas and a youthfully exuberant palate of ripe red berry and plum fruit flavours. A wine for absolute enjoyment alongside pastas, barbecued meats or aged cheeses.

2012 White Blend
Totally refreshing with lemon/citrus fruits, floral aromatics and hints of apricot on a delightfully crisp and clean mineral finish. Would well suit Mediterranean dishes, grilled seafood and light salads.

Industry/Entity Type

Recycling

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Files

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