Effective Wine Branding with Print Media
If you’re person who likes wine, chances are you’ve tried many varieties and brands before settling on tried and true favorites. Some might be a light Riesling, or you might go for the potent cabernet sauvignon. True wine connoisseurs know wines by aroma and individual tastes, but not all of us are quite so knowledgeable about this beverage. For most of us, the label on the bottle is the main way we distinguish one wine from another. Unless it’s the stark difference of a red and a white, it can be difficult to tell. Most of the time, we’re also not buying at a winery somewhere gazing down on a vineyard. More likely, I’m in the aisle at Schnucks trying to decide something new to try. The design and content of the wine bottle’s label is what reaches out and motivates us. I’m guilty of this; as someone who is passionate about modern design I always choose the brands that look like they’re new and exciting, such as 377.
Designers and Printers
It’s the job of a designer to create a graphic that properly portrays the brand of the wine. To do this, it’s practical to expect that there is an understanding of how the label is printed and what it is printed on, as that will affect the life of the label and brand recognition.
Understanding how the labeling process works gives designers the full knowledge to let loose their creativity. Sometimes clients want certain printing methods, materials, or looks, and it’s a designer’s job to work with the client and printer to create the desired effect. If a designer isn’t informed, it can lead to issues with materials, adhesion, and more.
Well known wine brands use their name and label as a tool to engage customers new and old. The label conveys the brand’s focus and personality, so it’s extremely important. Designers and printers also have to think about the category the wine falls under and its price point. Is it a classy expensive wine for special occasions, or is it relatively inexpensive for a night with friends? In the same sense, one also has to make sure that labels aren’t overdone, or oversell what the wine really is.
Beginning a wine label project, one has to assess the brand’s features and how it wishes to be portrayed. An older, more vintage wine might like an antique wood label that invokes wine aging in wooden casks. An exclusive champagne line might use a rainbow or bright silver label that makes one think of disco balls and New Year’s Eve parties. Exciting and fun new brands might try bright colored labels that catch the eye and make you think of summer. Whatever the occasion may be, designers and printers can use print media to their advantage in making the perfectly branded piece.