Treasury Wine Estates' Lindeman’s brand is rolling out its first makeover in over a decade, starting with its 2014 Lindeman's Bin Series wines, now available in Australia.
Lindeman's Early Harvest will follow next month, and the new branding and packaging will be rolled out across US, Canada and Asia over the coming months, and in Europe in March 2015.
The new brand identity aims to reflect Lindeman's heritage in the Hunter Valley, and acknowledges its founder Dr Henry Lindeman and his original family homestead, according to the company.
The new label includes a new crest featuring ‘Cawarra’, Dr Henry Lindeman’s original family homestead, a modernised wreath which includes Australian native eucalyptus and gum nuts, and the Latin phrase ‘Felicitas in Vitae’ meaning ‘In Life Happiness’.
It also now acknowledges Dr Henry Lindeman’s role in founding Lindeman’s in the Hunter Valley in 1843.
This is the first time the Lindeman’s logo has been changed since the dominant ‘L’ was introduced in 2001, according to Treasury Wine Estates.
Lindeman’s is the number-one selling Australian wine brand in Canada, Sweden, Netherlands and Norway, according to Treasury Wine Estates, and is rated the 7th most powerful wine brand in the world by Drinks Business.
Lindeman’s global marketing director, Sylvie Levesque, said that the new brand identity was inspired by a desire to articulate the elements that make Lindeman’s a much-loved, enduring brand.
“Lindeman’s remarkable global popularity has been driven by the simple and personal philosophy of Dr Henry Lindeman who planted the first Lindeman’s vines in the Hunter Valley in 1843. We are seeking to champion the fundamental elements of Lindeman’s – heritage, home and happiness – every time people visit us, read about us or enjoy a bottle of Lindeman’s with friends and family,” Levesque said.
The new brand identity and labels were designed by packaging design company The Collective.
