The Opportunity
Bondi Road is a wine spritzer brand created to bring freshness, authenticity and contemporary appeal to a rapidly evolving global drinks category. As one of the first available spritzer brands, it helped open up the space with a bold, approachable identity inspired by the spirit of Bondi and expressed through distinctive, beach-towel-led packaging.
The Challenge
The brief began with an opportunity to create a wine spritzer for the US market, but it quickly became clear the offer had broader global potential. Bondi Road needed to feel bold, contemporary and trustworthy, while appealing to younger consumers looking for something more authentic than traditional RTDs.
It also had to introduce a relatively new proposition to market. As one of the first available spritzer brands, Bondi Road wasn’t simply competing within an established segment — it was helping define one. That meant the packaging needed to do more than create shelf impact. It had to make the category feel credible, desirable and easy to understand from the first glance.
Strategic Thinking
Drinks decisions happen quickly, especially in social, flavour-led categories. That means packaging has to do a lot of heavy lifting in a very small window: catch the eye, build trust and communicate energy, flavour and relevance.
For Bondi Road, the strategy centred on creating a brand with immediate recognition and an easy emotional read. The name was chosen in part for its strong comprehension in the US, but more importantly because it gave the brand a story, a setting and a feeling people could connect to.
Because Bondi Road was entering the market early, the brand had an opportunity to shape expectations for what a spritzer could look and feel like. That made clarity and confidence critical. The identity needed to feel contemporary enough to attract younger drinkers, but familiar and trustworthy enough to help bring them into the category.
The Idea: Turning Bondi into a Brand Asset
Bondi Road was built around the idea of capturing a familiar, optimistic beachside mood in a way that felt simple, iconic and globally understandable. The breakthrough came during a team ideation session in the pub, when the image of a beach towel was suggested. That simple visual cue became the perfect platform for the brand.
The graphic language of stripes brought instant recognition, strong shelf impact and a relaxed Australian sensibility without needing to over-explain itself. It gave the packaging a bold, ownable system that could flex across flavours while keeping the range unmistakably connected.
The Solution: Packaging Designed to Spark a New Category Feeling
We created a packaging system that used colour, line frequency and bold graphic structure to make Bondi Road feel fresh, contemporary and easy to navigate. Each flavour expression was given its own colourway and stripe rhythm, helping the range pop at shelf while keeping the core brand instantly recognisable.
Black-and-white lifestyle photography added another layer of character, grounding the brand in a more social, authentic world and reinforcing its youthful appeal. The crest device and clean typographic hierarchy helped balance playfulness with trust, giving the product enough structure to feel credible while still light, fun and modern.
The result was a packaging system that worked across bottles, multipacks and shelf-ready formats, creating strong standout and consistency wherever the brand appeared.
The Impact
Bondi Road helped introduce the wine spritzer to consumers as a fresh, more contemporary drinks proposition. As one of the first available spritzer brands, it played an important role in making the category feel relevant, accessible and emotionally engaging for a new generation of drinkers.
Both the packaging and liquid delivered the best consumer test results seen in 20 years of research, giving the brand a powerful foundation for launch and signalling the potential to help define a new drinks space.
Bondi Road Wine Spritzer Packaging Design
Turning Bondi and the beach into an ownable brand asset
Client
Casella Family Brands
Industry
Wine
Expertise
Brand Strategy
Range Architecture
Brand Identity
Packaging Design
Brand System