S1 E2: Yellow Tail’s Bold Rebrand: Standing Out in a Saturated Market

Kyle Duford

Partner/ECD

The Bold Yellow Tail Rebrand: Standing Out in a Saturated Market

Guests: Thea Schlendorf (VP of Wine & Spirits) and Chris Heuvel (Sr. Creative Director)
Podcast: The Branding Unfiltered Podcast

📝 Episode Summary

• In this episode, Kyle is joined by Thea and Chris to explore the recent rebranding of Yellowtail, the iconic Australian wine label. The discussion dives into:
• The history and impact of Yellowtail’s original design.
• How its playful kangaroo label made it a standout in a traditional, "stodgy" wine industry.
• The evolution of consumer demographics from millennials to Gen Z—and how drinking habits have shifted.
• The necessity for brands like Yellowtail to stay relevant through design and messaging updates.

🔑 Key Takeaways

• Rebrand vs. Refresh: A rebrand may involve mission and strategy shifts, whereas a refresh updates the visuals and messaging while preserving core brand values.
• Gen Z's Expectations: They care about brand values, emotional resonance, and how products fit their lifestyle. Accessibility, authenticity, and visual appeal are crucial.
• Design Strategy: Yellowtail's new packaging emphasizes simplicity, brighter colors, and a more animated kangaroo—enhancing shelf presence while staying true to its approachable identity.
• Success Metrics: Impact may be seen in impressions, engagement, or sales, but defining success depends on brand goals.
• Occasion-Based Marketing: For wine brands, expanding packaging and positioning to fit into more lifestyle moments could broaden appeal.

🧠 Quotes to Remember
“Brands need to ask: how do I stand out in an incredibly crowded market?” — Thea Schlendorf
“A rebrand needs to go deeper than visuals—it needs to connect emotionally and strategically with your audience.” — Chris Heuvel
“The story hasn't changed, but how you tell it to a new generation must.” — Kyle Duford

📚 Mentioned in the Episode
Yellowtail’s original Super Bowl campaign
The book The Widow Clicquot
Josh Cellars' viral branding moment

Kyle Duford

Partner/ECD

Kyle is an executive creative director specializing in crafting outstanding advertising and branding for global brands looking to winnable market share. Kyle’s unique blend of advertising, branding, and digital expertise allows him to create and lead some of the foremost brands through his work at The Brand Leader®. Learn more about Kyle, read his other blogs, or buy his newest book, The Brand Book.