The new look was led by Kim Norwich, Creative Director at Jacknife Design, who said via email that the new design will speak to a new audience.
“Through a bold use of colour, dynamic lines and special finishes we designed a new Jackson-Triggs Proprietor Selection that has a high impact on shelf but is still rooted in the DNA of Jackson-Triggs,” Norwich said via email. “The new design is familiar to their current audience but invites a new audience to engage. A refreshed logo and emblem kept the iconic elements of the Jackson-Triggs brand but modernized the Masterbrand.”
The redesign of Jackson-Triggs Proprietors’ Selection comes after more than ten years, and it’s clear that this project was not taken lightly.
Recognizing the ever-evolving wine industry and the need to connect with both loyal consumers and new ones, the Arterra Marketing team and agency partner Jacknife embarked on a two-year journey to reinvigorate the brand Canadians know and love.
Gurston Allen, Senior Brand Manager at Jackson-Triggs, said via email that inspiration remains a top priority.
“As the industry continues to evolve, we want to be sure we continue to inspire our core consumer while gaining new fans of the brand and appealing to those who don’t currently purchase Jackson-Triggs,” Allen said.
In addition to the bottle labels, Jackson-Triggs’ 4L cask of wine was also given an aligned makeover, offering a united experience across all packaging.
The Jackson-Triggs wordmark underwent a refresh as well, adopting a more contemporary font while the emblem was simplified to create a distinguishable asset for the brand.
Credit: Source link