Wine Redesign Encapsulates Quality

After determining through consumer feedback that the brand name was strong, White Rocket set out in early 2007 to redo Tin Roof through a major redesign. It turned to HKA Design (www.hkadesign.com) to help with the project.

21/09/07 A new company, a new acquisition, and now a new look. It has been quite a start for White Rocket Wine Co., Napa, CA, which officially relaunched Tin Roof Cellars in May 2007, according to vp of marketing Mark Feinberg.

“We wanted a look and feel that was simultaneously retro and modern, that speaks of old-fashioned quality, yet appeals to Millennial-generation consumers who increasingly drive the market for premium and super-premium wines,” says Feinberg, who defines Millennials as consumers aged 21-35.

“We totally reinvented the brand,” summarizes Feinberg of the redesign, which includes a new closure type, new bottles, and a new label. Tin Roof produces six varietals in 750-mL bottles.

After determining through consumer feedback that the brand name was strong, White Rocket set out in early 2007 to redo Tin Roof through a major redesign. It turned to HKA Design (www.hkadesign.com) to help with the project.

“We looked initially at 57 different package design concepts and narrowed them down to one,” says Feinberg. Central to the revision was the label.

“Our new label invites consumers to imagine sitting on a porch gazing at vineyards while listening to the patter of rain on a tin roof,” says Feinberg. “It offers escape to a place where you can relax and enjoy delicious, handcrafted wines under your own roof.” The label illustration depicts a tin-roofed winemaking shed in the middle of the vineyard that looks as if it belongs in a John Steinbeck novel.