Packaging Round-Up

New Look, Same Closure for Red Knot Wines

In other Zork news, Red Knot wines from Precept Brands has undergone a design change, though the brand is retaining the Zork closure for the bottle. Red Knot was launched in 2003 and later added a White Knot Chardonnay and a Pink Knot Rose© to the line. However, Precept found that the different-colored Knots were confusing consumers, so those extensions have been discontinued.

According to Alexandra Evans, Precept’s vice president of marketing, there were several elements of the original label that have been retained. In addition to the red Zork closure, the “red knot” logomark against a black background remains, but the Red Knot wordmark was updated with a contemporary font treatment and changed from red to white to be more noticeable on the shelf.

The Red Knot wordmark is now placed at the top on all labels. Precept’s team selected bottles for the Red Knot line with a deep punt, strong shoulders and a complementary height to integrate the Zork closure with the total package. A new label stock was selected, and the new label design format was approved.

Zork and Precept Brands are working together to promote the Red Knot brand and educate the public about the benefits of the Zork closure at the same time. The roll-out campaign, called “Vote ZORK 2008,” was launched in the first quarter of 2008. Point-of-sale displays, posters and handouts ask buyers to cast their vote for Zork. Everyone who goes to Red Knot’s website and votes will be entered in a drawing for a free trip to Australia.

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