-By Kenneth Hein

The challenge: Turning Leaf is one of the most recognized names in wine and its leaf brand icon is one of the most popular, per E.J. Gallo Winery research. However, consumers said the brand's label easily gets lost among the many choices on store shelves. "There seem to be about 8,000 different wine brands. It gets hard to find the one you like," said Blair Owens, senior marketing manager of the Gallo Family Vineyards, Turning Leaf and Redwood Creek. "We know there is true affinity for the brand, we just needed to help them find it."

The idea: Over time the leaf featured on the label had become smaller and smaller to the point that consumers said it appeared to be an afterthought. The Gallo Package Design team took the name and the knowledge that the leaf logo needed to be much bigger and went to work. Since its launch in 1995, Turning Leaf's goal was to change ideas about wine. Appropriately, the rallying cry behind the brand and its new packaging was change (read: turning over a new leaf).

Who will buy it: Consumers in search of the 25th hour. "They are so busy every day, they are looking for that evening glass of wine to symbolize their unwinding," said Owens. "They are coming together with family and friends and leaving work mode behind." The brand skews 55 percent female.

What they did: A larger leaf was designed to look as if it had just floated down onto the label. The idea was to make the icon a bit freer. The Turning Leaf font was given a slightly more contemporary look with the letter 'r' flowing much like the leaf. Every label and cork carries a philosophical quote that conveys the brand's personality of change. For example, "Nature does nothing uselessly.—Aristotle."

The results: While the new packaging is just hitting shelves this month in time for Thanksgiving, early feedback has been positive. Gallo's qualitative testing found that purchase intent increased 29 percent, likability and appeal increased 43 percent and 100 percent of those surveyed said the packaging carried a perception of being new and different compared to other wines.