Aussie wine brand Hardys rolls out a whole new look
GLOBAL wine firm Vinarchy has unveiled a complete revamp for the Australian wine brand Hardys, complete with a refreshed design for the bottle.
Dubbed the brand’s “biggest global transformation yet”, the Hardys range has seen a complete overhaul to its portfolio across packaging and positioning to help bring more colour and vibrancy to the brand and the wider Australian wine category.
The transformation places a focus on Hardys’ three core ranges, each of which now boasts a clearer role and identity, says Vinarchy, to help make the portfolio simpler to shop in for consumers.
As part of this, Hardys’ VR range will become the Voyaging Range and will boast a new ship motif that plays homage to founder Thomas Hardy’s journey from Devon to South Australia. Meanwhile, Stamp puts the Hardys horseman icon front and centre across the bottle to improve standout on the shelf.
Hardys’ biggest change comes from the Crest line-up, which has now become Core. As the “beating heart of the brand”, the Core identity comes paired with new visual enhancements across the bottles and a QR code on the back label that connects consumers to the Hardys’ brand story via Instagram.
The revamp runs across the whole brand and aims to reflect the brand’s near 175-year heritage. To do so, the revamp has been backed by the new ‘Almost Believable’ campaign, a disruptive marketing initiative that marks the brand’s biggest investment in years.
This new campaign tells the legacy story behind the brand and how Hardy first arrived in Australia with £30 to his name and established the three wine lines three years later.
The campaign is backed by a significant investment from Vinarchy and will run across Channel 4, ITVX, broadcast video-on-demand, streaming video-on-demand, out-of-home, social media, in-store and online from across the UK from November.
Lucy Bearman, global brand director for Hardys at Vinarchy, said: “Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start. 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.”
