'The Caley' From Yalumba Celebrates the Winery's 168-Year Heritage
Joey Haar — July 24, 2017 — Art & Design
The Yalumba family vignerons has been producing wines since 1849, and the new packaging for 'The Caley' pays homage to that esteemed 168-year history. The Cabernet Shiraz blend is branded as Yalumba's "most prestigious wine yet," and its packaging reflects that. Not only is the bottle sealed with a neat diagonal wax dip, but it also comes with secondary packaging that includes a box and an exterior wrapping around the bottle.
The luxury blended wine's packaging is debossed with map-like illustrations that depict Caley Smith's (its namesake) travels. Caley Smith represented the second generation of the Yalumba winery, and his worldly exploits positioned Yalumba as a premier Australian wine. Further included in the box is a photo book of locations from Smith's travels, showing the importance of heritage for the winery.
The luxury blended wine's packaging is debossed with map-like illustrations that depict Caley Smith's (its namesake) travels. Caley Smith represented the second generation of the Yalumba winery, and his worldly exploits positioned Yalumba as a premier Australian wine. Further included in the box is a photo book of locations from Smith's travels, showing the importance of heritage for the winery.
Trend Themes
1. Heritage-inspired Packaging - Exploring the use of packaging inspired by a brand's history and heritage to elevate prestige and luxury.
2. Interactive Packaging - Designing packaging that provides an interactive experience for consumers, such as including supplementary materials like a photo book or map-like illustrations.
3. Experiential Marketing Through Packaging - Using unique packaging design as a way to engage and connect with consumers, providing them with a story and the opportunity to become part of a brand's history.
Industry Implications
1. Wine and Spirits - Innovative packaging designs can provide a branding edge and help to elevate prestige and luxury, making them particularly appealing to the high-end wine and spirits market.
2. Consumer Goods - Creating interactive and experiential packaging designs has the potential to increase customer engagement and loyalty, making it a valuable tool for consumer goods companies.
3. Tourism and Hospitality - Leveraging the rich history and heritage of a brand to create unique packaging designs can be a powerful way for tourism and hospitality companies to offer memorable experiences to their guests.
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