Hardys, one of Australia’s historic wine brands, is to get a global brand transformation starting in the UK market.
A radical portfolio and packaging overhaul across its three core ranges, will give each a clearer and more distinctive role within the portfolio, brand owner Vinarchy reports.
Stamp puts the Hardy's horseman icon front and centre, VR becomes Voyaging Range, and Crest becomes Core, "the beating heart of the brand".
The new look will go live in the UK in November.
“Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start," says Lucy Bearman, global brand director for Hardys at Vinarchy, said:
"But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that. We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging.
"Our ambition is to return Hardys to its place as the number one Australian wine brand.”
Thomas Hardy arrived in Australia from Devon in England in 1850 with £30 and established the brand three years later.
See www.vinarchy.com.
