Labels (again)

Posted by Rob Walker on January 27, 2007
Posted Under: The Designed Life,Wine Packaging

There’s a very cool one-pager in the current Brandweek, and unfortunately its coolness can’t really be appreciated in the text-only online version. It’s a breakdown of the different iterations in the design of … a wine label! And of course seeing the pictures is what’s most interesting.

But the overall label strategy is interesting, too. Jim Edwards writes:

In February, The Amazing Food Wine Co., New York, will launch “Wine That Loves.” The brand takes the guesswork out of pairing wine with food. Thus, Wine That Loves Pizza, Wine That Loves Pasta, Wine That Loves Roasted Chicken, and so on. …

Challenges: Critics will say it’s wine for dummies. The bottles won’t carry the wine’s year, varietal or regional information beyond the country of origin—information most wine drinkers consider crucial. …

I’m impressed that the firm that did the design, Lippincott Mercer, was willing to share the early rejected attempts. It’s really interesting to see how the look evolved.

Edwards also notes that “wine packaging is experiencing a design revolution.” Agreed. If we spot Wine That Loves in any of our local shops, we’ll review the label.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

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