Jackson-Triggs: Celebrating 30 Years of Inspiring Moments with a Fresh Look

Jackson Triggs Proprietors' Selection has held a special place in the hearts and glasses of Canadians for the past 30 years. Whether it’s a large celebration or an intimate gathering, there’s no doubt that this wine will make the guest list.

In celebration of its 30th anniversary, Jackson Triggs recently unveiled a fresh new look that pays homage to its rich heritage while embracing its exciting future.

The new design features dynamic lines, bold colours and special finishes, signalling a potential new era for this beloved brand. Having had the opportunity to witness the new design in person, here's what I thought:

What first caught my eye was the use of dynamic lines and shapes. These new patterns truly command attention, and I’m confident that other Canadians will also be drawn to the modern and artistic nature of the look.

Furthermore, the packaging incorporates vibrant and eye-catching colours. While still utilizing the familiar colours from its previous design, the creative team has added an extra shade to infuse a new level of excitement.

For instance, the Pinot Grigio continues to showcase its recognizable teal but is now beautifully complemented by another captivating blue shade. The same approach has been taken with the burgundy on the Cabernet Sauvignon, the green on the Sauvignon Blanc, and so on—creating a harmonious blend of colours that add intrigue and visual appeal.

The new design also showcases gold accents which help to maintain a luxurious appeal and serve as a testament to the award-winning quality of Jackson-Triggs wines.

The new look was led by Kim Norwich, Creative Director at Jacknife Design, who said via email that the new design will speak to a new audience.

"Through a bold use of colour, dynamic lines and special finishes we designed a new Jackson-Triggs Proprietor Selection that has a high impact on shelf but is still rooted in the DNA of Jackson-Triggs,” Norwich said via email. “The new design is familiar to their current audience but invites a new audience to engage. A refreshed logo and emblem kept the iconic elements of the Jackson-Triggs brand but modernized the Masterbrand."

The redesign of Jackson-Triggs Proprietors' Selection comes after more than ten years, and it's clear that this project was not taken lightly.

Recognizing the ever-evolving wine industry and the need to connect with both loyal consumers and new ones, the Arterra Marketing team and agency partner Jacknife embarked on a two-year journey to reinvigorate the brand Canadians know and love.

Gurston Allen, Senior Brand Manager at Jackson-Triggs, said via email that inspiration remains a top priority.

"As the industry continues to evolve, we want to be sure we continue to inspire our core consumer while gaining new fans of the brand and appealing to those who don't currently purchase Jackson-Triggs," Allen said.

In addition to the bottle labels, Jackson-Triggs’ 4L cask of wine was also given an aligned makeover, offering a united experience across all packaging.

The Jackson-Triggs wordmark underwent a refresh as well, adopting a more contemporary font while the emblem was simplified to create a distinguishable asset for the brand.

But my favourite part of the rebranding?

The part where the brand leveraged technology to enhance consumer engagement.

Upon flipping the bottle I stumbled across a QR code for a URL. Scanning it brought me to the Jackson-Triggs Proprietors' Selection landing page, which provided additional product details and an engaging winemaker video.

The innovative addition simplifies how the brand shares and hosts contests, giveaways, promotions, offers and video content, which only further fosters a deeper connection with consumers.

It’s important to note that the packaging also features messaging from The Right Amount, a moderate drinking resource aimed at helping consumers understand serving sizes and responsible drinking guidelines.

The new look is now available for all Jackson-Triggs Proprietors' Selection wines, in sizes ranging from 750mL to 4L.

Written by Sydney Vardja, Editor of Marketing News Canada