Villa Maria has overhauled its logo and design, adding a mountain scene from the winery’s Seddon vineyard on the capsule of the bottle’s neck to emphasise its New Zealand origins, and making the symbolic ‘V’ a much more dominant design feature.
Founder of the winery Sir George Fistonich said that New Zealand is one of their biggest selling points, so when research indicated that wine drinkers thought Villa Maria was an Italian wine, it became evident that the design needed to change.
“Over 70 percent of the wine we make is exported around the world making it crucial our packaging works in our major overseas markets,” says Fistonich.
The new label was designed by Kiwi Aaron Pollock, who recently relocated to New Zealand from New York, after working with brands such as GAP, Tommy Hilfiger, Calvin Klein and Hilton Hotels.
Villa Maria also has an Augmented Reality app in the works that will be available in spring. This will give customers a virtual vineyard experience.