David Jones Wine Range

A range of David Jones wines that fall under their own iconic brand; each wine the product of a different winemaker from a different region. The aim, to maintain the visual perceptions of quality and sophistication that comes with the core David Jones brand, while communicating the collaborative nature of the product. The product range very quickly became a front runner in sales, often achieving top 10 sales results among an extensive list of approximately 900 wine brands, many with strong, established brand positions and followings. A great case study for the power and importance of packaging as the strategy relied solely on the label as there were no supporting marketing campaign or brand roll-outs.