Case Study  /  [yellow tail] Wines

The Client

Casella Family Brands (CFB) offers a portfolio of wine brands that are enjoyed in 50+ countries.

[yellow tail] wine was recently crowned the world’s strongest wine brand by Wine Intelligence.

Their Story

CFB’s flagship brand, [yellow tail] Reserve, revamped their packaging to communicate its premium cues. CFB were looking to re-launch the new look brand into the Chinese market at the Chengdu Trade Fair, one of the biggest wine fairs in the world, in a way that would excite both the Chinese and Australian markets.

The Ideaseed Difference

At Ideaseed, we know that a product can often reflect a feeling, and are able to convey emotions and aspirations through visual storytelling.

Our Service

We created a motion graphic hype reel to re-launch [yellow tail] into the Chinese market.

We developed a simple but upbeat 1.20 minute hype reel for [yellow tail] Reserve.

This included product shots, still images, video footage, text overlay, graphics and music.

The premium production values of the video reflected the luxury quality of [yellow tail] Reserve.

There were 2 versions:

1. English with Chinese subtitles

2. Chinese with Chinese subtitles

[yellow tail] Reserve was successfully re-launched in China at the Chengdu Trade Fair. Wholesalers were exposed to the product, and felt excited about the brand.

The video evoked the aspirational nature of [yellow tail] Reserve through the use of lifestyle images that reflected a sense of occasion. Through fresh, high quality design, production and music the video brought to life the tagline ‘Taste the Good Life’. Not only did the wine looked fragrant, delicious and enticing, but also the brand appeared to be vibrant, energetic, and approachable.