Chateau des Charmes undertakes redesign
By Adnews Staff
Château des Charmes, a winery based in Niagara-on-the-Lake, ON, has undertaken a rebranding project. The company's product range has been given redesigned labels intended to attract younger consumers in addition to the brand's existing customers. The work was done by Toronto-based Fish Out of Water Design. "Our mandate was to take the wines from a fairly traditional look to the right combination of contemporary but classic design," said Rebecca Hamilton, client services vice-president at Fish Out of Water. "Our goal was to build on the legacy and heritage of Château des Charmes." The new labels feature an image of the château set against the Niagara escarpment. The labels also display a quick response code. Consumers who use a cell phone to take a photograph of the code are redirected to a website with information about that wine. According to the company, this is the first time such codes have been used in the Canadian wine industry.