The Dry Lake brand was created for La Zeppa, Vivace and SPQR, renown as some of the hippest restaurants and bars in Auckland. The trio wanted to promote and offer a premium wine that was exclusive to their establishments. There was also the consideration to offer the Dry Lake brand to other top restaurants and bars.  Historically they had a brand called RGP which had a steady following, however was never considered a serious wine offer for their discerning clientele. REDFIRE was engaged to design a contemporary and strong brand identity that would reflect the premium quality of the wine sold and apply this to a range of packaging and wine varietals.

Our main objective was to make the new brand stand out from the cluttered market. The brand identity had to reflect premium cues that matched their customer base as well as deliver an identity that was memorable for customers to encourage repeat purchases.

REDFIRE designed a brand identity that stood out from the competition, was easily recognised with a modern font and was easily recognisable given the lighting in bar and restaurant environments. The design integrates a native New Zealand bird (Kea) to represent the fact that Dry Lake was a proud New Zealand wine. The bird was designed in a silver foil and embossed to stand out as well as provide premium cues. The results have been positive with great early adoption to the new brand and an increase in yield.