Selaks have been selling wines in New Zealand for 80 years, now as part of the Constellation NZ group. When we were first asked to help with the packaging, the Selaks range of brands was tired and fragmented, and losing ground at the premium end of the market despite producing good quality wine.
We undertook a complete range redesign, with new branding and new label design for the core range and the ‘Winemaker’s Favourite’. Our project was to renew and broaden the appeal of the brand. We maintained a very traditional look to reflect the longstanding, conservative appeal of the brand, but added fresh modern touches and careful detailing to give it new life.
The range has since been very successfully extended with a new Selaks Reserve range, the Selaks Premium Selection Breeze range, and the limited edition Selaks Founders. Selaks is now one of New Zealand's best selling wine brands in grocery.