Take a ride on the Napa Wine Train. Read moreâ€¦
These days everyone I know is cutting back. Yes, even those fancy pants packaging designers. Gone are the days of ostentatious holiday gifts, look-how-great-our-work-is parties and "we’re moving" mailers. In fact, it seems like we’re all going to be stopping by at art openings just for the free booze at the price of aahing over a couple of paintings (if we’re not already).
Recession Wines blithely address the climate we’re designing in and mix it up with a little sense of humor. There’s nothing like calling a spade and spade. Even in a recession, we still need our little pleasures.
By Natasha Chetiyawardana. Source: www.thedieline.com
If youâ€™ve ever had problems understanding the differences between wine varieties and the subtle notes tasting they hold, help is at hand. Brooklyn-based engineer and designer Carl Tashian has created a wine flavor visualization tool to show the relationship between the flavors on over 5,000 wine tasting notes. Taken from a major Australian wine magazine, the information was pulled together to assist a class at ITP @ NYU called Visualizing the Five Senses.
Deciding where and how to display your best bottle of wine or champagne can be a tough time unless, of course, you have a golden Fort Knox wine rack. Both strikingly elegant and appropriately simple, the Fort Knox displays and protects a single prized bottle inside a cage of shining gold. Each piece is unadorned except for the engraved logo and limited-edition number that’s hammered on by hand.
Certainly not for the modest household, the Fort Knox would make a great gift/investment that could be passed down as an heirloom for years to come. Price upon request only.
Designed by Brett Layton of Australia based BrainCELLS:
"Rare Earth Wines select the best parcels of fruit from wineries in Australia and New Zealand to make their wines. Their constant search for ‘rare earth’ for ‘rare wine’, ensures that each variety is the very best from that region. The hand-picked icon was chosen to represent the brand on a label that is minimal and understated."
Click to see more wine design & packaging by BrainCells.
It can be hard to find the right wine to give your favorite wine lover so how about a gift that helps them enjoy their hobby. Hinckley Cellars has created The Note Wine Label Saver. The tool peels wine labels from bottles so they can be saved in an accompanying leather journal. The Note Wine Label Saver is made of stainless steel with a leather blade cover and it comes in a wooden keepsake box. It can be purchased on its own for $64 or with an Italian leather wine journal for $98.
One has to always start at the beginning, this is very important when creating a brand, a â€œbrand footprintâ€. This is a strong identity onto which on can build upwards and onwards. Therefore ones initial imagery has to be something that the producer can emote to, and is a strong enough image to withstand the test of time.
Frivolity will be here today and gone tomorrow. However doing something that may be striking and gimmicky can serve itâ€™s purpose, however in the right place and time, and part of your marketing/promotional long term strategy.
Packaging is not about creating pretty pictures, but about building strong long lasting loyal relationships. Therefore prior to any design being executed a strong broad based marketing structure should be in place. Craftsmanship, following tried and tested simple design rules, being clever and unique with your design, and colour with the assistance of latest technologies in printing and bottling is always a good start. Try to be a leader rather than a follower, this will immediately create a shelf presence. One way that I find very successful, is to create your own hand drawn name or image (that is not computer generated), that way your name becomes itâ€™s own logo, brand name or signature.
Finally – what may be a phenomenal success in one country or brand should not make one want to copy the same trend in your own.
By Vanessa Fogel : Vanessa Fogel Design
I think this question has to be broken up into many categories, as this greatly depends on the income bracket that is purchasing the wine, and whether the wine is being sold locally or internationally. However I like to as rule of thumb think that all consumers are aspirational and want to buy something that projects a sense of value and quality. A, B and some C income consumers will more than likely have more knowledge about the product they are purchasing, and are therefore more brand specific, and often brand followers. Often this purchaser will be interested in unusual varietals and more complex wines with unusual blends.
C, D and E income consumers are far more price specific and therefore more concerned with good quality value for money, and prepared to try different things that have the perception of good value.
However in the international market things are very different, as South Africa is perceived as a new World producer, and so the packaging has to project this. (This is quite a fragmented part of our market base as we are a cacophony of both a first and third world societies, with political demographics having to be included in this dilemma)
Our international packaging is very descriptive of where we come from. However I think and truly believe that we have not yet found our own unique style of packaging, as say Californian, or Australia has. We do not need to make our labels into literal big five images, as enticing a solution as this may be. Especially in the American market, which is so literal. However the English and European market is far more interested in a new wine with a bit of heritage and a bit of a pedigree, as there is an emotional linkage to this country especially with countries like the Netherlands and Britain. But saying that there must be strong identity of where the wine is produced. Every pack must tell a story.
By Vanessa Fogel : Vanessa Fogel Design
Europeâ€™s leading paper-based packaging manufacturer Smurfit Kappa has created a revolutionary new corrugated mail order pack for wine bottles, specially designed to withstand the grueling postal distribution chain environment.
The strong and durable â€˜Protektapakâ€™ corrugated box design provides unique transit protection for bottles. It has a 100% guarantee and during tests has been proven robust enough to protect bottle contents, even when being dropped from 5 metres (the height of a standard first storey window).
Smurfit Kappa created â€˜Protektapakâ€™ when briefed by Winehound.co.uk to develop an environmentally friendly and sustainable alternative to protective mailing packs currently used in the market. The resulting corrugated box design aims to replace environmentally unfriendly and expensive polystyrene.
Marco Attard, Director at Winehound.co.uk said: â€œThe brief was to design new postal packaging for our premium quality bottles of wine. Our key requirement was for the pack to withstand the brutal demands of the distribution chain. With the introduction of Protektapak our breakages have been reduced and as a result we are now able to despatch wine products with complete confidence. We have also reduced our carbon footprint due to the pack replacing harmful polystyrene alternatives.â€
The ‘Protektapak’ innovative design has been awarded the UK Packaging Awards 2008 Corrugated Packaging Award.