Selaks Wines brand repositioning by Everything. Auckland, New Zealand.
Selaks Wines brand repositioning by Everything. Auckland, New Zealand.

Selaks Wines. Brand positioning.


The Selak family was one of the early pioneers of the modern New Zealand wine industry. Their innovative approach — incorporating the proven old world techniques with more modern technologies and processes — helped define what were to soon become known as the New World wines.

Our task was twofold — to refine the labeling system to enhance the Selaks brand family look and feel and increase visibility on shelf; and to leverage the brand's pioneering roots to better differentiate the wines in a very cluttered sector.

The "Sense of Adventure" illustrations, language, strap line and production values work together create a unique space for Selaks-branded wines internationally. One that is identifiably New Zealand and that appeals to can be understood by the wine's international consumers.

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A Best Awards winner
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