Bob Oatley is not only a winemaker:
he is well-known in Australia as a
champion yachtsman. We believed
his reputation as a sailor was a
hook we could use to entice our
target consumers. And it worked.
The resulting packaging, featuring a
distinctive blue pennant, lifted the
sales of the brand by 301% in 24
months: all achieved with simply
the power of a good label. We were
completely chuffed that these
impressive results won us a trophy
at the prestigious DBA Design
Effectiveness Awards in the UK.