Taking Australian wine to the world, an export success story
Jindalee Estate was established in 1996
and soon launched their first range into the marketplace with labels
featuring an aboriginal theme. Aussie wines were enjoying breakthrough
status internationally and Jindalee was in the thick of it. 
By
2001, the fluctuating world market was spoilt for choice by Australian
wine exporters and Jindalee was finding it harder to stand out from the
crowd. They knew full-well that in the wine industry, your label can
make or break your success
Jindalee’s Managing Director, Vince
Littore, explains: “Things were starting to stagnate and we knew we
needed a bolder look. We had no doubt that the aboriginal theme was the
way to go, but we needed something braver, something more ‘in your
face’ to attract the consumers’ attention.”
Enter the DDG
creative team who worked closely with Vince to establish a brief and
develop concept ideas. Vince regularly travels the world, liaising with
overseas importers, so had plenty of input into what the label should
do. He says, “The new look needed to be distinctive and unique to
compete in a crowded market – shelf stand-out was mandatory, as was the
Australiana angle.”
Together, the client and DDG agreed on a
concept. The result was definitely courageous – bold use of colour,
distinctively displayed over dark backgrounds, and featuring
personality-packed Aussie critters, all styled with a contemporary take
on traditional Aboriginal art.
The impact on sales was
immediate and measurable – in some instances, figures quadrupled when
the new labels were introduced. “We could determine from our listings,
as we gradually introduced the new labels to the various wines, that we
were onto a winner,” says Vince. “We’ve rolled out the stronger colours
and edgier feel through our whole corporate look now. We know we have
much better brand recognition. Our sales figures support that.”
 Jindalee
has established itself in the USA, United Kingdom, Canada, Ireland and
Holland, and is expanding into markets like Russia, Iceland, Poland,
Mexico and Japan. The international wine market is very fluid (excuse
the pun) with popularity/fashion of styles, manufacturers and growing
regions changing on an almost daily basis. Jindalee continues to work
with the DDG team to make sure they stay in the game. Together they
have developed designs for promotional material, screw caps, label
extensions, outer packaging, a website and much more.
“I seem
to talk to DDG on almost a weekly basis these days,” says Vince.
“There’s always something new that needs re-development or just
tinkering with. I value their input and they listen to our needs.”
Some of that tinkering has been for Jindalee’s premium Fettler’s Rest range … but that’s another story.
The
DDG creative team are almost as proud of Jindalee’s success as Vince
is. It’s exciting to know that designs created in a Victorian-based
studio are inspiring wine sales around the globe. Definitely worth
drinking to, we think. Cheers!
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