“Since partnering with Byerlee Design for our rebrand, we’ve experienced nearly a 200% surge in national sales. New distribution agreements have been secured, and we’ve introduced cost-saving measures in our packaging. The market response has been overwhelmingly positive, with consumers highly engaged and consistently praising the fresh new look.” — Lachlan Allen, Barristers Block.
Barristers Block is a colourful Australian story, grounded in the harsh realities of farming during the nineties and a six-year legal battle to save their Wrattonbully vineyards. Thus, they affectionately named their winery Barristers Block.
Byerlee Design took on the rebrand project for the well-established and iconic South Australian wine brand. The objective was to realign the brand with the modern wine market and give their packaging a complete refresh, whilst maintaining brand cohesion throughout their wide product portfolio.
A refreshed logo was introduced with a familiar but refined look. The portfolio was then conceptualised into distinct ranges, each showcasing the characteristics relevant to different price points and category types. Previously, Barristers Block applied labels to their bottles at an angle, which provided unique identifiability in the market - however, this approach presented challenges with application inconsistencies amongst varied bottle sizes. To retain the brand's distinctive diagonal aesthetic, a diagonally placed sash was introduced, which now consistently adorns all labels within a rectangular label. This further enhanced the brand’s identifiability by equipping the labels with a recognisable element and simplifying the production processes.
To visually represent Barristers Block's association with rural South Australia, Byerlee Design integrated textured label stock, copper foils and a softened colour palette into the branding. These elements pay homage to the rustic farm buildings, lush gardens, and the fresh country air on Barristers Block’s Adelaide Hills and Wrattonbully locations. This sense of place is heavily celebrated on their core range labels via contemporary illustrations of their property’s landscapes.
Barristers Block has received overwhelmingly positive feedback from the market since the rebrand, confirming the successful realignment of their brand within the modern wine market.
Scope: Branding + Package Design + Copy Direction + Production Management + Photography + Film + Property Signage.