Let’s set the scene…

Devil’s Corner is one of Tasmania’s most recognised wine brands, loved by cool-climate wine enthusiasts and casual drinkers alike. But with an increased price point for the core range, the existing packaging was starting to fall short of expectations. The labels—featuring a wrap-around format, heritage ship motif, and the now-dated ‘curly wave’ illustrations—felt busy, tired, and inconsistent on shelf. If the price was going up, the perception needed to come along for the ride.

What was really going on

The wine sector is relentlessly competitive, with brands fighting for space both in-store and in the minds of consumers. While the Devil’s corner brand had valuable, recognisable assets, together they weren’t showing up with the confidence or clarity of a premium wine. The label system was doing too much, the visual language was fractured, and key brand assets were being lost in the noise. We needed to amplify what was working the hardest and eliminate the elements that no longer served the story. 

Sophisticated simplicity 

We anchored the redesign in the elements that had strong brand equity—most notably, the HMS Resolution ship icon, which had become the brand’s most effective distinctive asset (DBA) on shelf. 

The legacy ‘curly wave’ illustrations—originally carried forward from past packaging to aid consumer recognition—were identified as a barrier to premiumisation. We replaced these with a series of contemporary, abstracted wave textures inspired by the brush-stroke texture of the premium Resolution tier, delivering visual depth and sophistication.

Additional enhancements included a refreshed Devil’s Corner lock-up, a more deliberate colour system to maintain varietal differentiation while enhancing premium feel, and the consistent use of a black capsule across both reds and whites—borrowing visual cues from the premium Resolution range to reinforce a cohesive brand hierarchy.

A more cinematic feeling of place

To complement the new packaging, we evolved the Devil’s Corner photographic style. Rather than featuring the glossy, tourist-brochure version of Tasmania, we wanted to capture the rugged, elemental beauty of the east coast: jagged coastlines, smoky undergrowth, wild dunes, and windswept rocks. Every shot felt anchored in the landscape, textured and beautiful—just like the wines, conveying the feeling of the place that shapes them as much as their famous quality. 

And then what happened?

The refreshed Devil’s Corner core range delivered tangible results, both commercially and in brand health. Prompted brand awareness increased from 17% to 19%, with a 2-point uplift in conversion from awareness to consideration. Brand affinity also grew strongly, from 35% to 42%, with more consumers seeing Devil’s Corner as a brand that’s ‘for them.’ Perceptions of the brand strengthened across key attributes—seen as more unique, intriguing, great tasting, and high quality. Most importantly, the premiumisation effort translated to the bottom line, driving a 6% sales uplift across the core portfolio during the campaign period.