Echo Falls revamps design to support higher prices

By Gemma McKenna

Published: 31 March, 2014

Echo Falls has changed its bottles and label design to demarcate its range into a two tier offering and support a higher price point.

The Accolade Wines-owned brand is refreshing its blends range labels to include more colourful, modern, larger shape labels, with greater focus on taste descriptors and a new gold neck seal. It will also incorporate a butterfly on the label.

Meanwhile its varietal wines will use heavier bottles and more premium paper stock to give a "more premium feel". The brand will be using a new "more contemporary" bottle shape across both tiers.

Later this spring Echo Falls is planning to launch a new line which will "emphasise the fruit-driven character" of the range.

Echo Falls marketing controller Amy White said: "The new designs for the Echo Falls blends range contemporises the feel of the wines, adding a touch of fun, while emphasising the femininity and personality of the range.

"We've included a new modern label shape, which is also larger, an increased focus on the taste descriptors, a new gold neck seal, and increased the use of colour to add vibrancy. All of these factors, along with the introduction of a butterfly motif on the label, now clearly differentiate Echo Falls from its competitors and supports a higher price point for the range."

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