Join Scott Carslake of Voice Design for a deep dive into strategic design tactics applied to wine brands and their packaging, helping them stand out and be recognised in one of the most competitive categories in the world.
Consumers decide which wine to buy within a few seconds, with the majority of buyers acknowledging that their decision is influenced by the label.
Whether it’s a $15 Tuesday-night tipple or a $500 cellar-worthy icon, the visual and emotional cues change, yet the brand’s soul must remain constant and true. So how are wine brands recognised, remembered, and positioned across different tiers of price, quality, occasion, gifting, and collectability?
In this Rootlings session, Scott Carslake (Voice Design) breaks down the visual shorthand of the wine industry and their packaging. We will explore how brands apply strategic design techniques to stand out, navigate the complex psychology of wine choice, and how to position the brand for longevity.
What You Will Learn:
The Psychology of Choosing Wine: Understanding the visual triggers that signal a wine is “for me,” “for a party,” or “for the cellar".
Distinctive Brand Assets: A look at the key elements that ensure a brand is instantly recognisable.
Tiered Intelligence: How to tier a brand for different wine propositions and price points—from the grab-and-go convenience of everyday tiers to the prestige cues of gifting and collectability.
Positioning & Confidence: How strategic positioning and brand confidence drive perceived quality and trust.
Join us on Tuesday March 24th at 7 pm AEDT, 6:30 pm ACDT, 6 pm AEST & 4 pm AWST
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ABOUT SCOTT CARSLAKE
○ ABOUT SCOTT CARSLAKE
Scott Carslake, Drinks Branding & Packaging Design Specialist, Voice Design
I co-founded Voice straight out the uni gates with my curious, fastidious and supremely talented classmate, Anthony De Leo.
It’s been 26 years and 700+ SKUs (and 300+ awards).
Why drinks design?
When we signed our first drinks client, we knew we’d found our niche. It made perfect sense. For starters, we’re both born and bred in Adelaide, South Australia. SA is home to almost half of Australia’s vineyards and has 18 wine regions, producing 500 million litres of wine. Not to mention a thriving gin industry and a burgeoning whisky industry.
It’s a congested market and we wouldn’t have it any other way. The drinks industry suits my nature, my personality, my design sensibility. I’m a straight-shooting design thinker and nitpicking craftsperson who loves nothing more than deep diving beneath the surface to find the story. I love the challenge of creating brands and packaging that make a giant splash in a global, turbo competitive industry. It’s a battleground I thrive in.
Nothing gives us a bigger buzz than seeing our work up there in a sea of drinks, owning the shelf.