Case Studies : Klinker Brick
{ Old Vine Zinfandel Redesign }
Fifth generation grape growers in the Lodi region, Klinker Brick Winery continues the tradition of cultivating "Old Vine" Zinfandel vineyards that their ancestors planted in the early 1900’s. With some early successes in sales, Klinker Brick felt that the award-winning wine deserved an equally great package that could both take sales to new heights and turn heads.
The Challenge:
Even though Klinker Brick had an award-winning wine on their hands and steady sales, they realized that there was larger potential for the brand. This was largely due to a package that did not reflect or justify its outstanding contents, nor did it reinforce the brand or fit in with its sister brand's recent redesigns. The client stressed that the package redesign needed to spotlight their signature varietal (Old Vine Zinfandel, the preeminent varietal of the Lodi region) and position themselves apart from other local brands.
The Solution:
After an extensive research and discovery process, key defining statements were implemented to guide the rebirth of the brand. Positioning the brand to "over deliver" at the relative price point while retaining the original signature brick theme were focal points for the redesign. Our design process ultimately yielded a stunning brick composition that "glowed" on the shelf which was enhanced through the use of a highly detailed screen print that gave the package a tactile and tangible feel. The branding and identity was extended to the capsule, cork and several point-of-purchase displays. As a result of the label overhaul, Klinker Brick reported an estimated 35% increase in sales in the 2009 fiscal year. Klinker Brick also continued to rack up multiple tasting and design awards including the 2008 Silver Davey Awards for Packaging & the 2009 Summit Creative Award for Brand Redesign.
