Tasked with introducing dry rosé to the Australian market and elevating Pernod Ricard Winemaker’s Jacob’s Creek brand to newfound desirability, the challenge was to create a sophisticated yet approachable design for Le Petit Rosé.

This fresh and delicate rosé, embodying a modern Australian twist on the provincial French style, sought to become a staple for relaxed and stylish occasions under the sun. The design seamlessly blends effortlessly chic French aesthetics with a modern, minimal touch, inviting consumers to perceive it as an extension of their personal style. The packaging acts as the initial allure, enticing purchases, while the quality of the wine ensures repeat customers.

The triumphant outcome speaks volumes - within just six months of its launch, Le Petit Rosé claimed the throne as the number one rosé in Australia. Further solidifying its success, it became the highlight of the 2017 Australian Open as Jacob’s Creek's hero wine, solidifying its status as the quintessential summer drink. By 2019, Le Petit Rosé had amassed numerous awards, contributing to a staggering 46% increase in Jacob’s Creek's Brand Value and propelling the brand 12 places to become Australia’s 8th Strongest Brand. This accomplishment, as per Brand Finance’s Australia 100 2019 report, also bestowed upon Jacob’s Creek the title of Australia’s Strongest Drinks Brand, marking the triumphant ascent of Le Petit Rosé in shaping the brand's formidable presence in the market.

Agency: Landor Australia