Winemakers On Fire, Issue #72

Hello, fellow wine lovers!

Welcome to this week's Winemakers On Fire! We're diving into the world of wine branding with a splash of maritime flair. Boston Bay Wines, a beloved Port Lincoln institution, has undergone a stunning transformation. Designer David Byerlee has masterfully steered this coastal gem through a rebrand that's turning heads and winning hearts.

Imagine nautical stripes that catch your eye like a lighthouse beacon, guiding you through a sea of wine bottles. It's more than just a pretty label—it's a powerful story of tradition meeting innovation. Join us as we explore how Byerlee's design superpower is reconnecting Boston Bay Wines with modern markets, one stripe at a time.

“The rebrand extended far beyond aesthetics; it was about reigniting the spirit of Boston Bay and celebrating its unique coastal story.”

Let’s dive in.

Over the last few weeks, we’ve been exploring some exciting ideas and concepts around the future of wine and the technology that’s driving innovation in the industry. I’m pleased to announce that we’ve now consolidated these ideas into a dedicated platform: the Terroir 2.0 website.

The Terroir 2.0 website is not just a place to learn about our approach but also a growing hub of resources, conversations, and insights about the fusion of wine and technology. I invite you to visit the site, explore its contents, and join us in this exciting journey.

Visit the Terroir 2.0 website to learn more and join the conversation.

Visibility as a Superpower: Reconnecting Boston Bay Wines for Modern Markets

In the vast ocean of wine brands, visibility is the ultimate superpower. For Boston Bay Wines, a Port Lincoln icon since 1984, this power has been harnessed through a bold rebrand that's making waves in the industry. Faced with the challenge of reconnecting with modern markets while honouring their coastal heritage, Boston Bay turned to designer David Byerlee for a transformative solution.

Byerlee's approach? A striking nautical stripe design that not only pays homage to maritime history but ensures the brand stands out in crowded bottle shops and bars. This clever nod to French Navy uniforms from 1858 does more than catch the eye—it tells a story of tradition meeting innovation.

As we dive into the depths of this rebrand, we'll explore how Byerlee navigated the delicate balance between heritage and modernity, creating a unified identity that speaks to both loyal customers and new wine enthusiasts alike.

Boston Bay Wines, a cornerstone of Port Lincoln’s wine scene since its establishment in 1984, has unveiled its first major brand update in decades. Byerlee Design led this significant rebrand, which seamlessly combines the winery's rich history with a sleek, contemporary aesthetic, guaranteeing the continued loyalty of existing customers while capturing new markets. 

With vineyards possibly closer to the ocean than any others in Australia, Boston Bay is a unique icon that deserved a brand realignment to spark a connection with today's wine lovers and facilitate new opportunities.

Now under the stewardship of new owners, Boston Bay enters an exciting new chapter with an expanded portfolio of varietals, supported by sister vineyards in other premium wine regions across South Australia. The rebrand was carefully tailored to seamlessly incorporate these new products, further broadening the brand’s appeal.

The revitalised brand and bottle designs ensure Boston Bay stands out amidst a sea of competitors in the modern market. Featuring distinctive nautical stripes alongside a refreshed seagull motif, the new design pays tribute to Boston Bay’s stunning coastal location. Interestingly, in 1858, the French Navy was the first to dress their crew in striped uniforms, discovering that sailors were more visible if they fell overboard. This design has since become iconic and deeply connected to maritime culture. Beyond the nautical reference, the striped labels were intentionally designed to achieve the same high visibility in crowded bottle shops or bars.

The rebrand spans three distinct wine tiers, each strategically positioned across different market categories and ascending price brackets. Each tier is tailored to its target market while retaining the unmistakable new Boston Bay brand DNA. Executed with a timeless aesthetic, the comprehensive redesign process meticulously considered every detail to ensure a cohesive and impactful rebrand.

This rebranding initiative blends the winery’s rich past with its ambitions for the future. Boston Bay is now recharged and poised for continued success in the wine landscape for years to come.

In Conversation: David Byerlee Unveils the Secrets of Boston Bay Wines Rebrand.

Dive into the creative depths of the Boston Bay Wines rebrand! Get ready to sail through the mind of design maestro David Byerlee as he unveils the secrets behind this coastal brand's stunning transformation. Let's hear the captivating Boston Bay Wines saga straight from the visionary himself—David Byerlee, in his own words!

Welcome to Winemakers On Fire, David.

Thank you, Mike.

The nautical stripe design is a clever nod to maritime history and visibility. How do you balance incorporating such specific cultural references while ensuring the design remains universally appealing to a broad wine-consuming audience?

The concept’s execution is quite minimalist in nature, so it finds a nice balance between being striking but so sleek that it still remains appealing to all demographics. Additionally, by representing the ocean, I think we’re evoking a sense of calm and adventure in the consumers—which is innately hard-wired in us all. We really wanted to evoke a subtle sense of place while consumers enjoyed the product. Employing the use of these nautical stripes was a great way to tick many boxes. 

With Boston Bay Wines expanding its portfolio to include varietals from other South Australian regions, how did you approach creating a unified brand identity that could accommodate this diversity while still maintaining a strong connection to the winery's coastal roots?

Although some of Boston Bay’s grapes are sourced beyond Port Lincoln’s region, each label remains consistently aligned. We addressed this through a well-considered brand story, swiftly communicated on each rear label in gold foil; it explains the story if any consumer was wondering about the multi-region offerings. Owned by a hard-working family with multiple vineyards under their belt, Boston Bay can now offer in-demand varietals grown in their preferred conditions.

So, we’ve celebrated it as more of a positive attribute and retained the ‘Wines of Port Lincoln’ strapline on all labels. Boston Bay drinkers get a diversified range of wines, including some from other prime regions, but they’re all consistently made by the same winemaker with the brand’s intended style. Regarding the package design, this was yet another reason for our structured minimalism. 

You've created three distinct wine tiers for different market categories and price points. Can you walk us through your creative process for ensuring each tier feels unique yet cohesive within the overall Boston Bay brand identity?

Although the brand is divided into three tiers, each label remains easily identifiable with consistent label positioning and cap designs. Comparing the core range to the higher-priced icon range, there's a clear progression towards darker, more regal cues, while maintaining a common structure.

The sparkling range takes a more creative approach, as it represents a more celebratory product and calls for a different tone. While the nautical stripes remain a key element, the sparkling labels feature a beautiful ‘wallpaper-esque’ illustration of seagulls playing in the vines. This design incorporates opulent cues typical of the sparkling category while introducing a fresh point of difference. Overall, each tier’s aesthetic blends some French elegance with Hamptons charm, staying true to the original brief.

In a crowded wine market where shelf presence is crucial, what specific design elements or techniques did you employ to ensure Boston Bay Wines would catch a consumer's eye and stand out from competitors?

A memorable and identifiable label is pivotal for any wine brand to stand out amongst today’s drastically competitive market. For Boston Bay, the nautical stripes were such a perfect design solution for many reasons. Interestingly, in 1858, the French Navy was the first to dress their crew in striped uniforms, discovering that their sailors were more visible if they fell overboard. This design has since become iconic and deeply connected to maritime culture. Beyond the nautical reference, the stripes were intentionally employed to achieve the same high visibility in crowded bottle shops or bars.

Beyond the brand refresh, what was the most significant change or goal you were hoping to achieve with this rebranding effort? Is there a particular aspect of Boston Bay’s coastal story you wanted to ensure was highlighted?

The rebrand extended far beyond aesthetics; it was about reigniting the spirit of Boston Bay and celebrating its unique coastal story. With vineyards possibly closer to the ocean than any others in Australia, Boston Bay stands as a true icon deserving of this brand refresh.

Our goal was to rejuvenate and strengthen the brand while carrying forward some elements of its previous identity, creating a design that resonates with loyal customers and opens new opportunities in the broader market. Ultimately, we aimed to create a modern package that reflects the brand’s distinctive coastal attributes—something people can feel proud to purchase.

Thank you, David, for taking the time from your busy schedule to share the Boston Wines story with us.

Did you miss last week’s newsletter? We uncorked the secret to Boland Cellar’s success: collaboration. With acclaimed winemaker Bernard Smuts at the helm, this award-winning producer crafts exceptional wines by harnessing the diverse terroirs of South Africa’s Cape Coastal Region. Read!

Until next Tuesday, keep your glass full and your taste buds curious.