“Inglenook's makeover adds energy to a popular wine brand that consumers have enjoyed for more than 125 years,” says Peggy Fox, vice president of marketing. “The new design reinforces consumer perceptions and demonstrates our excitement over Inglenook's growth opportunities.”
Orchestrated by ChaseDesign Inc. (www.chasedesign.net), the redesigned labels feature a watercolor grapevine illustration. The label's gold accents and a gold capsule also bolster the premium imagery. Inglenook declined to identify the label vendor.
ChaseDesign's vp of visual communication Doug Whitehouse says the new look is more in line with consumers' expectations for the brand, which went from trendy and contemporary to more of a classic, traditional appeal that implies heritage, trust, and dependability.
A revamped, classic approach extends to the new Bordeaux bottles, from Saint-Gobain (www.saint-gobain.com/us), which replace wedge-style bottles with a flat front and back that the same vendor had supplied.
The change affects about 30 different stock-keeping units comprising sizes of 750 mL, 1.5 L, 3 L, and 4 L, according to Lisa Farrell of parent company Constellation Wines. Varietals include Chardonnay, Cabernet Sauvignon, White Zinfandel, and Chablis.
The winery reports that the new package design imparts a more traditional sophistication to the brand. And consumers concur: A prelaunch study indicated that consumers associated the new packaging with a more upscale look.
“Consumers consistently scored the new Inglenook package higher than several direct competitors,” says Fox.
—Rick Lingle
