Leftfield has unveiled a bold new visual identity and packaging refresh, designed to create stronger shelf standout, improve recognition and connect with a new generation of wine drinkers. The refresh gives consumers a clearer sense of what to expect from the bottle: vibrant New Zealand wine that is creative, intriguing and confidently its own.
The refreshed identity is anchored by the Flying Fish, Leftfield’s symbol of doing things a little differently. Representing creativity, momentum and the confidence to take an unexpected path, the Flying Fish now becomes the single hero symbol across the range. Leftfield’s signature orange has also been used more deliberately to create stronger shelf impact and greater cohesion.
The new look also reflects what is inside the bottle. Leftfield takes familiar New Zealand varietals slightly off-road, with small but intentional winemaking twists across the range, from oak influence in Sauvignon Blanc for added texture to extended skin contact in Albariño for aroma and structure, and whole-bunch Pinot Noir for a brighter, fruit-forward style.
Indevin Senior Brand Manager Annemarie Goldsmith says the refresh responds to the way today’s wine shoppers navigate a crowded category, where purchase decisions are often made quickly at shelf.
“Leftfield’s new visual identity brings greater impact, consistency and recognition,” says Goldsmith. “For consumers who enjoy wine but aren’t necessarily experts, packaging plays an important role in signalling quality and making the bottle easier to choose. The refresh was designed to connect with these drinkers while staying true to existing fans.”
Developed following extensive consumer-led research involving more than 5,000 wine drinkers, the final design delivered stronger shelf standout, recognition, purchase intent and premium perceptions compared with the previous packaging. The strongest results came from consumers under 40, reinforcing Leftfield’s ability to recruit the next generation of wine drinkers.
The refresh comes as Leftfield is already showing strong commercial momentum. In Canada, it is the fastest-growing New Zealand wine brand, with volume up 46% versus last year, while in New Zealand it is growing against the market, delivering 18% volume growth as the wider category declines.
Goldsmith says the new look strengthens Leftfield’s role as a modern, distinctive New Zealand wine proposition.
“While the look has changed, the spirit of Leftfield remains the same: creative, curious and unapologetically different,” says Goldsmith. “The refresh gives the brand more presence while reinforcing the quality and distinctiveness behind the wines.”
Leftfield’s refreshed packaging will roll out across the range from October. Leftfield is distributed by Indevin.
