Location: United Kingdom
Project Type: Produced
Client: Echo Falls
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass
Echo Falls has been given a new lease of life with a modern, cohesive and credible rebrand and packaging strategy by drinks design specialist Denomination.
Echo Falls, launched in 2002, has always been regarded as an accessible and unpretentious gateway for people new to the sector. Brand owner Accolade Wines approached Denomination because it was concerned that the market sector Echo Falls occupies was becoming increasingly fragmented and losing popularity.
Its Fruit Fusions line, introduced in 2015, had proved particularly successful, but it was felt that it had come to overshadow other ranges in the portfolio, diluting the overall brand’s credibility. Plus, the infused-wine and NoLo sectors are evolving rapidly at the moment and Fruit Fusions had started to look dated, further impacting the integrity of the Echo Falls brand.
Denomination’s approach has made the brand much easier to understand as whole. It now has a contemporary and sophisticated look and feel, without losing its accessible USP. The strategy also demonstrates how it’s possible to combine value and refinement credibly.