German wine producer Reh Kendermann has given a fresh new look to its flagship brand Black Tower.
The well known black and red logo has received a facelift with a clear, elegant font highlighting the lightness of the new design.
Pastel colours are used as differentiators between the grape varietals, which have been integrated into the main label to be more easier visible and prominent.
“We have done a lot of market research and found that lighter bottle designs are more preferable to the female target group,” said Alexander Rittlinger, managing director at Reh Kendermann
“The black top part of the bottle, a key feature of the brand’s hero sku, Fruity White, has been reduced to give the bottle a lighter appearance, in accordance with the light and easy drinking style of the wine.”
In 2019, 13 million bottles of Black Tower have been sold worldwide, making it the most successful wine brand in Germany. In the UK, the Black Tower wine range consist of six different varietals and the new packaging can be found in stores from April onwards.