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I'm continually amazed by the number of people who make up this market -- buyers who are intimidated or just uncomfortable with traditional wine labeling. Hat's off to wine industry pioneers like those behind Yellowtail who create something fun and inviting in a cluttered marketplace!

Yellowtail is an interesting case study. I first started buying it beacuse of the package design. Then after trying it, I realized that it wasn't a halfway bad wine considering the price. Next, through word of mouth I hear good things about the Aussie wine industry in general and this makes me feel even better about purchasing it.

It all started with the product standing out on the shelf, the other factors help reinforce how I feel about the brand.

Another good example is Method soaps--the package design is practically art.

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