Orange Lane

Buyer’s Own Brand

The brash new Orange Lane label commands attention because of the use of bright orange. If you took a bottle of Orange Lane Shiraz home for dinner and enjoyed it, you’d have no trouble finding it again — which is surely what good marketing is all about. Importantly, while Orange Lane uses bold colour, the graphic design is tastefully executed and would appeal to adventurous young wine drinkers.

Orange Lane, incidentally, is a Buyer’s Own Brand’ produced by the Booze Brothers liquor chain — a sign of things to come, perhaps, as retailers make the most of their own retail and distribution muscle. Even more reason for small players to spend time producing labels that are original.

Booze Brothers had registered the name Orange Lane — the name of a little street behind its Norwood hotel.

They thought it looked like something out of New York. But the idea is to grab the audience by the throat, and I think this design achieves that.’