Wineries will sell cleanskins to dump excess or unwanted wine stocks and do so to avoid the negative consequences of discounting their existing brands. With a price point of $5.99 AUD, Back Label wine competes in the cleanskin wine market. Due to the price point we were required to work with a extremely limited design and production budget.
The solution works on 2 levels, both of which utilise the brand name. As a front label, Back Label appears backwards, however when the bottle is rotated and the label becomes a back label, the brand name appears correctly. As the wine is consumed Back Label becomes clearer as the magnification decreases.
Here’s a tidbit for wine lovers to share at a Superbowl party. Just for kicks.
Have you ever noticed the concave indentation on the bottom of some wine and champagne bottles. The one a savvy waiter puts her thumb in when gracefully pouring a glass of your chosen libation. It’s called the punt. But it has nothing to do with a fourth and long yardage play. There is no consensus explanation for its purpose. The more commonly cited explanations include:
* It is a historical remnant from the era when wine bottles were free blown using a blowpipe and pontil. This technique leaves a punt mark on the base of the bottle; by indenting the point where the pontil is attached, this scar would not scratch the table or make the bottle unstable.
* It had the function of making the bottle less likely to topple over—a bottle designed with a flat bottom only needs a small imperfection to make it unstable—the dimple historically allowed for a larger margin of error.
* It consolidates sediment deposits in a thick ring at the bottom of the bottle, preventing much/most of it from being poured into the glass;
* It increases the strength of the bottle, allowing it to hold the high pressure of sparkling wine/champagne.
* It accommodates the pourer’s thumb for stability and ease of pouring.
* An indication of wine quality (the deeper the punt, the better the wine).
Source :: Public Image Design
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What style of wine label – traditional or modern – is best? There is no absolute answer but there are many other complex questions to ask before making any decisions.
The traditional label often features a sketch of a chateau or vineyard, the name of the winery and a plethora of information about the wine. It may also display historical references from the winery’s heritage such as a crest or coat of arms. Many people respond to this style because they associate quality with tradition and they want that experience to be conveyed on the label.
The modern label on the other hand tends to be bold, colourful and graphically simpler by comparison. Many feature animals or other peculiar characters that inspire creative brand names. Humour is another popular influence.
Traditional design tends to be used by Old World producers. The modern approach is most evident in wines from Australia or California. This is not to say there is no crossover. There are many successful examples to the contrary. The producer needs to understand the expectations of their customer and position the wine accordingly.
My challenge in updating the packaging for Cantina di Negrar’s Classico line was twofold. First, maintain the sense of tradition that reflects the prestige of the winery. Second, create a more modern impression with striking shelf appeal.
One element of the previous packaging was maintained – the winged lion, symbol of St. Mark and a prominent figure throughout the Veneto region of Italy where Negrar is located. It is also the symbol of the winery. The background of the label and capsule feature a swirling grapevine pattern defined by a subtle black tone-on-tone effect – a traditional detail presented in a modern way. The brand name is gold foil stamped on bands of bold colour in rich hues to command attention.
You’ll notice in the image above that there are two versions of the design. This is to differentiate levels of quality. The Bardolino and Valpolicella are lighter wines. The vine background is cropped behind the product information and printed in black and grey. For the premium Ripasso and Amarone wines, the background pattern covers the entire label and is created with matte and gloss varnishes over black ink.
There is an expectation of tradition from Italian winemakers. Consumers equate age-old methodology with quality and look for visual cues on the label that satisfy that belief. But for shelf presence, the characteristics of modern package design are stronger. The new design for Cantina di Negrar’s packaging successfully marries a traditional foundation with a pop of modern dynamics.
Source :: Public Image Design
Wine and opera have a new relationship that goes beyond their usual pairing as wine critic and auctioneer Michael Broadbent has become the subject of his very own opera. In the opera the wines do the singing, literally. The show opens with a rumor that Broadbent might be leaving the world of wine, which prompts many of the great wines like Champagne, Bordeaux and Chateau d’Yquem to all compete with each other in an attempt to convince Broadbent to stay.
“The Lovely Ladies” debuted on May 12th at the Christie’s International auction house in Mayfair, London to a sold out crowd. It seems the idea, thought up by the head of Christie’s in Scotland Sebastian Thewes, was a success.
When asked in an interview what it’s like to be turned into an opera 83 yr old Michael Broadbent simply laughed and said “It’s the most unlikely thing on earth.”
Source :: www.luxist.com
The third Thursday of November marks the release of the new, nouveau, novello wines. These are the first wines of the harvest, transformed in mere weeks from grapes on the vine to wine in the bottle. They are intended to be consumed within weeks of release. Most well-known are the Beaujolais Nouveau from France. The Italian version is Vino Novello.
I have designed the packaging for Cantina di Negrar’s Novello del Veneto for the past eleven years. Each design is based on a lion in recognition of the winery’s symbol, the Lion of Venice. It’s a challenging assignment. Each year I try to create something completely different and better than anything I’ve done before. That’s tough. Some of the previous designs are featured in a book Exploring Package Design. Posters of the first ten are valued by fervent collectors.
The packaging I’ve done for Novello del Veneto throughout the series has been intentionally a little over-the-top. It’s not what I would do for a standard product with a typical shelf life. This is a product that disappears in six weeks. In it’s first four days, up to 70% of the stock may be sold. The packaging needs to command attention and fly off the shelf. It usually does.
This year I moved the design in a totally new direction. Because the assignment is an annual expectation, I’m always thinking about what to do in the next year. Vino novello is a wine for celebrating. In December last year I thought it might be interesting to give the package a holiday season feel. Sometimes you work through design as a process. Sometimes you just have a vision. This was a vision. In my mind I saw the face of the lion in black and white framed by a wreath of silver swirls with frosty blue accents. For the first time, the background would be white. Production would play a vital role in creating impact for this label. In the final design, the swirls are white, blind embossed and edged in silver foil.
Initial reaction has been extremely favourable. Many are making the connection to the holiday theme.
Update: In its first four days on the market, over 70% of the Novello del Veneto stock was sold.