Keil Estate For The Chinese Market
Design Strategy - Brand Positioning - Packaging Design
The Keil Estate brand was established by Trevor Keil a young German immigrant in the Barossa Valley, when he bought the vineyard in the 1950s.
Designed for the Chinese Market
Whilst the Keil Estate brand name is not new to local Barossa wineries and within the industry, it would be brand new to the wines market in the high end restaurants and bars across mainland China, Hong Kong and Macau where the products will be sold.
As a new brand name to the Chinese market, the aim of the new design would be to confirm its heritage as a winery that is trustworthy and produces high quality wines.
Showcasing Australian Heritage
Targeting the affluent, entrepreneur, professional white collar, 20-40’s age group, the design needed to appeal high-end luxury with an energetic, modern and attractive look.
The target market resonates strongly with the rich, fertile and clean soils of Australia which became a focus for the design. The design is inspired by the romantic landscape of the Barossa Valley and the premium grapes that Keil Estate produces as a result.
An illustration of the vineyard is subtly embossed into the background of the label. Details about the winery surrounds the Keil Estate icon showcasing its heritage and is foiled in gold or red, depending on the variant to add that extra special element.