The wine designs are the first image that the consumer sees and, therefore, the letter of presentation of a broth. That this label transmits and captivates is the goal of designers, who break their heads to find the perfect design.
How to start wine designs?
Starting a new project may seem difficult, and it surely is. “I always face the wine designs listening to the client, their needs, and wishes. It is necessary to know the product well, analyze it, and make an accurate diagnosis. In short, to solve the problem that the client wants to solve. From there, ideas emerge and are born. And what is essential is to establish a team relationship with the client ”.
All wine designs – whatever the product – begin in the same way, but the following steps change: “In the world of wine designs need to know what the client wants to convey”. Is it a new wine, a classic one, to whom is it directed…? “There are many questions to ask and many factors to take into account: the type of wine and its consumer, the land from which it comes, and the characteristics of the winery that makes it are the three most important features.”
From trend to fashion
Time passes and years count, something that is reflected in the changing trends of the last decades. “A few years ago the territory was greatly enhanced and powerful wine designs In these wines the labels were very classic and ornate. The trend was to bet on territories and for each bottle to be part of it ”.
Now things are different: “Currently we work with thin, elegant and highly differentiated labels. What we find today is more of a fashion than a long-term trend since we seek to promote a specific bottle, not a territory in general. And that does not happen only with the wine designs, it is also a matter of elaboration. Today there are hundreds of small wineries that are looking for their place in the market and the competition is extreme ”. Could this become a trend? “Yes,”.
In a market with so much competition, there are always those who are the most lost. “There are many labels that are difficult to understand, that do not express anything and do not represent the character of the winery or the wine but are winks from the wine designs himself. They are not part of the wine culture but seem crazier, in the style of beer labels. Personally, I am not in favor of these designs ”.
Keys to an effective label
“A label must explain the quality of the wine, which is linked to the price and location of the vineyards. Consumers tend to look at the Denominations of Origin when choosing a wine, and then we look at the varieties, and that is what we have to convey on the labels ”.
And a classic: “The label has to reflect the territory from which the wine comes – whether it is dry or wet, for example – and that of red wine cannot be the same as that of a white one”. “The label must represent the differences in the soup, its characteristics and, on a personal level, I think that the cultural factor is a distinctive feature that I really like to use. Elegance is essential ”.
Highlights that packaging is an important factor in the world of wine, but not as much as in other sectors. “I believe that a label is not decisive at the time of purchase in 80% of cases, the most important factor is the seller who advises and helps the buyer. The wine consumer is not very loyal and that makes the label powerful but without being a key component ”.
International differences and the price factor
The destination of the bottle must be taken into account at the time of design. “It is not the same to sell a product in Australia, the United States or Asia. Even in each area, it may be necessary to make different designs. Japan has nothing to do with Thailand or Russia with Portugal ”.
The same happens with wines according to their price. “Those considered Premium wines usually have a clean label with higher quality paper, with golden and sober touches and elements that we could consider intellectual. The other wines tend to have a more agile and light packaging but, after all, everything corresponds to the marketing strategies of each winery ”.