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Meeting place is an old wine label that is now being relaunched under new owners and winemakers. The name of the label "Meeting Place" is symbolic in a number of ways. The winery is in Canberra, Australia, and the wines will be predominately from Canberra. The aboriginal translation for Canberra is "meeting place".
The new "meeting place" label will be a partnership between two companies and be the entry level brand for a portfolio of wines under Eden Road Wines (http://www.edenroadwines.com.au) Eden Road symbilises "the road to Eden" in other words speaks of the journey we are on as winemakers in trying to produce the best possible wine we can
Eden Road Wines has a middle tier brand called "The Long Road" which symbolises all the hard work, committement and passion that is involved in the journey of producing fine wine.
The Meeting Place brand will be the entry level brand for "Eden Road Wines" and therefore effectively acts as a meeting place for consumers to join the "Eden Road" journey.
Meeting Place wines will be targetted to a broad spectrum of wine consumers. It will be priced around $12-$14 per bottle so will therefore need to attract consumers that are willing to trade up from the very cheap wines that exist on the market today. Meeting place will target educated wine consumers that are looking to try something new, fresh and contemporary .
The overall look of the label needs to be modern and contemporary but still retain a reasonably classic wine label feel. (see the attached labels for some ideas on the look of the label)
A white background would be preferable and the shape of the label should be rectangular or square.
Best to avoid stereotypical images of vines, leaves, grapes etc.
The label needs to be easily remebered (ie people need to be able to describe it to their friends)
The first label to be used will be;
2009 Meeting Place Canberra Riesling...... this text can be in any order or on a number of lines. The following needs to be emphasised - Riesling and Canberra. The brand name Meeting Place also needs to be emphasised.
Perhaps a graphic that symbolises "a meeting place" of some description. Please see the attached files for some inspiration or ideas and also go to the website http://www.edenroadwines.com.au for a feel for the philosophy behind the existing brands.