[yellow tail] introduces new-look packaging

Australian wine brand [yellow tail] is making a significant global investment to refresh its image, enhance its market relevance, and drive long-term growth with an updated packaging design.

Design Bridge from Singapore was tasked with modernising the packaging design, while, according to [yellow tail], preserving its key strengths – such as its distinctive look and feel, strong shelf presence, and consumer-friendly appeal.

The company says that when the [yellow tail] brand burst onto the scene in 2001, its packaging broke away from the traditional, often serious wine branding of the time, making wine more fun, accessible, and inclusive. The refreshed packaging continues this legacy while embracing a modern feel. It highlights the brand’s "playful and optimistic personality", better reflects the wine’s quality and makes it even easier to find on shelves.

Glass bottles are supplied by Orora Group, while Labelmakers has printed the labels for [yellow tail]’s core range.

Key features of the new packaging include:

• Modern and consumer-focused: A sleek, contemporary design that appeals to all demographics.
• Easier to shop: Bold packaging stands out on shelves, simplifying choice when navigating the complex wine category.
• Clear and informative: Enhanced graphics and labelling help consumers quickly identify varietals and flavours.
• Refined quality cues: Premium details elevate the brand, making it a perfect choice for any occasion.
• Revitalised roo: A dynamic new Roo design embodies [yellow tail]’s lively, energetic, and positive brand personality.
• Sparkling with style: the Sparkling Cuvée range gets a premium touch with a gold roo and new cork closure.

This marks the most significant packaging revitalisation since the brand’s launch in 2001.

“Our updated packaging is more than just a fresh look; it reflects our evolution while reaffirming our commitment to quality and approachability,” said Arina Serra, global senior brand manager at [yellow tail].

“We’ve retained the elements that our consumers love, while refining the details to create an even stronger visual impact on the shelf.”

A comprehensive brand refresh

In addition to the packaging update, a new global brand toolkit has been developed to refresh and modernise [yellow tail]’s key distinctive assets and bring the brand’s unique personality and purpose to life.

This toolkit will guide agency partners worldwide in creating distinctive, memorable, and consistent brand communication across all consumer touchpoints, from above-the-line and digital to in-store.

[yellowtail] worked with a consumer UK research agency, Link Consumer, to conduct qualitative and quantitative research in its key global markets.

The new communications campaigns will launch in key markets, including Australia, the US and UK.

“2025 is shaping up to be an exciting year for the brand. With our refreshed packaging and dynamic new marketing campaigns, we’re confident this evolution will strengthen our connection with customers and consumers around the world,” Serra added.

Rollout timeline

The expected timeline for [yellow tail]’s new packaging rollout in key regions is as follows:

• UK and European markets: Q1 2025
• US: Q3 2025
• Canada: Q3 2025
• Australia: Q3 2025
• Asia: Q3 2025

The existing and new packaging may be available during the transition, with the full [yellow tail] range expected to shift globally by late 2025.