Design by Jacqueline Frais
Avoiding Cliché in Wine Label Design
Primus wines is a seperate brand from the parent wine producer, Veramonte Winery. Veramonte represents a return to vintner Agustin Huneeus' Chilean roots. When he spearheaded development of the Veramonte Estate in 1990, there were less than 100 acres of grapevines planted in the Casablanca Valley. The primary challenge when designing this label was to distinctly communicate the elegance and richness of the cabernet sauvignon imported from Chile.
Primus, by definition, means first. The label was designed to indicate this position as it relates to the growth and development of the wine. As with most plants, the leaves grow before the grapes. That being so, a leaf label was implemented (instead of a label depicting grapes) to represent where the process begins and how the wine came to be—nurturing the tie of wine to its soil or sense of place. This not only separates the label from many others; it allows the bottle to convey the personality of the wine within.
The key to differentiation among wine labels is to avoid design clichés. A few of them include images of vines, grapes, wine barrels, or vineyards and script typefaces or all caps serif type. This isn’t to say that these methods are incapable of communicating the nature of your wine because there have been many successful labels that incorporate such characteristics; it just makes it harder to separate your wine label from other labels with similar features. Be unique!
The Wine Label's Audience
An important aspect to consider when designing this label was the intended audience for Primus cabernet sauvignon. Because Primus creates authentic, vineyard expressive wines, the cost for a bottle would be at a higher price point. This is aimed mostly towards adults at or above 35 who desire world-class quality, terroir expressive wine. With an understanding of higher valued wine, people of this buyer persona appreciate a label with more distinctive appeal. Get creative!
Wine Label Logistics
Printing can make all the difference with the look and feel of a wine label concept. And although it may significantly increase production cost, it has the potential to equally increase perceived value. Subsequently, buyers would pay more for a wine that is perceived to be of esteemed quality. When researching printers, it was important to keep in mind what the costs would include (especially the price for shipping and special processes) and how it would affect Primus wine’s target audience.
2,000 labels = $782.38
- $250 Custom die
- White semi-gloss paper
- Matte finish
Screen Printer Quote
2,000 labels = $2400
- $250 Art set up
- $250 Film/screen charges ($125/color)
- $200 Sampling charge