When it comes to choosing a bottle of wine from a retail shelf, the packaging and labelling surprisingly wield significant influence on the purchase decision. The ultimate aim is to make your wine brand distinguishable and entice the average consumer to opt for your bottle among the myriad options. However, this is no simple task, as the typical wine store boasts a vast selection of 1,000 or more bottles, and consumers often decide within a few seconds. The encouraging news is that there are industry-wide best practices in packaging that can rejuvenate your wine brand, guaranteeing its prominence amid the competition.
OVERVIEW
L'Acadie Vineyards, a family-owned winery in Nova Scotia, stands out with its award-winning sparkling wines cultivated in the region's optimal soil. Inspired by French winemaking, the vineyard embraces organic and sustainable practices. The family, originally from BC Okanagan, relocated to Nova Scotia in 2004, drawn by the rich history of French settlers in the Gaspereau Valley. The vineyard, named after the region's signature grape variety, L'Acadie Blanc, pays homage to Nova Scotia's unique terroir and French winemaking influence.
BRIEF
L'Acadie Vineyards is introducing a new, exclusive Cabernet Sauvignon (Reserve) priced at $89, available only at the vineyard or online. The product caters to a sophisticated market with a high educational background and stable income. The brand's design is inspired by the target audience's pursuit of spiritual refinement, aiming to convey a sense of righteousness and elevate the brand's image. The upcoming wine label and packaging will showcase L'Acadie Vineyards' story and ideology, fostering deeper connections and appreciation from consumers.
" ...
People love to drink wine more and more, but its history, culture and mixed wine label designs are as complex as the wine itself.
... "
~ Gordon Gou
MY ROLE
In my role, I was tasked with creating and designing two distinct custom labels and packaging options for this product. From these options, I will choose one to present to the client. My objective was to effectively showcase the brand of L'Acadie Vineyards, adhering to classification standards, including the winery name, producing region, and other pertinent information. The aim was to convey the rich history of the wine's lineage, ensuring instant recognition, highlighting its characteristics, and promoting consumer awareness. Therefore, simplicity was key in the design.
Following a design methodology approach, I sought the optimal solution for L'Acadie Vineyards' label and packaging. This involved exploring various dimensions such as colour, illustrations or graphics, and design layout. My emphasis was on making the brand logo stand out prominently on the label. While I maintained the existing logo, I made subtle changes, such as matching the star's gold colour with the logotype and adding a border. I am confident that these adjustments, coupled with the "pressed" technique, will enhance the logo's visibility. The logo itself features a modern-style serif for "L'Acadie" and a sans-serif for "Vineyards," creating a harmonious blend that exudes boldness, legibility, and strong visual recognition.
THE SOLUTION
To initiate the design process, I began with a brainstorming session to generate innovative ideas. Subsequently, I researched to explore the influence of brand personality on purchase intent. In the initial phase, I delved into understanding the company by examining its existing wine collections on the website, grasping the brand's purpose, and unravelling the winery's history. My investigation sought insights into whether it was a family-owned business and identified the target audience likely to engage in online shopping or visit the winery.
Intrigued by the company's name, "L'Acadie," I asked the owner about its meaning. I discovered that it derived from the French word for The Acadians. Further exploration revealed that this term referred to immigrants from France in the early 1600s who settled in the colony of Acadia, encompassing present-day Nova Scotia, New Brunswick, and Prince Edward Island.
Armed with this information, I compiled a mood board, mindful that the upcoming design would represent the most expensive signature bottle in their wine collections. Drawing inspiration from the owner's history of owning wineries in British Columbia and the family's relocation to Nova Scotia, I aimed to incorporate elements such as the Acadian flag colours, the migration narrative, and the imagery of grapes and the valley.
Considering the visual aesthetics, my inclination leans towards a design that exudes either a casual and playful vibe, aligning with the existing collections featuring simple designs with vibrant colours, or a more sophisticated and upscale look that radiates luxury and grandeur, given the premium status of this particular bottle.
I translated these conceptualizations into sketches, narrowing down the options from several to three, and finally, to two. The chosen designs were then meticulously illustrated using Adobe Illustrator.
THE FINAL TWO
The primary selection centred around a clean and sophisticated design featuring subtle checkered lines. The chosen colour palette included black gold for a touch of luxury and extravagance, with a subtle hint of fuchsia to accentuate the word "Reserve." The title, "Lacadie," was presented in a San Serif font, while "Reserved" stood out in a Script font.
The second label design aimed for a picturesque appearance, inspired by the vineyard itself. In alignment with the vineyard's existing logo, the "L" was followed by a star instead of an apostrophe. To capture the family's journey from BC to Nova Scotia, the Acadian flag colours were incorporated, with blue and red ink brushes attached to the star to symbolize a "shooting star." Against a dark blue background, the white brand name stood out, emphasizing the family's move and adding depth to the design.
This design exudes a playful yet mature and grand vibe, with swirly grape vines adorning all sides of the box. Introducing heavy texture and high-quality paper further enhances the statement, ensuring that customers understand they are investing in not only award-winning wines but also a product of exceptional quality, as reflected in both the label and packaging.
THE PACKAGING
The revamped packaging for L'Acadie's now narrates the client's brand tale, delivering a distinct message about the company's values to consumers. The selected minimalist design ensures top-notch packaging, emphasizing meticulous detail and finish to present the brand in its best light.
While the existing labels predominantly feature white backgrounds with gold borders and emblems, they were primarily associated with Sparkling wines. Given the luxurious nature of this red wine, my newly chosen design aligns seamlessly with their current product lineup.
For this premium bottle, the design and colour palette were meticulously chosen to communicate to clients that the purchase is a worthy investment. It goes beyond the bottle label, highlighting the unique taste derived from organic blends of grapes cultivated in mineral-rich seabed soil.
Ultimately, I opted for a black and gold combination to convey a sophisticated and premium aesthetic that aligns perfectly with the brand. The minimalist label design, featuring the right fonts, colours, and simple elements like geometric lines, effectively communicates the wine's upscale and refined character. This design is tailored to appeal to the target demographic, ranging from individuals aged 25 to 70, excluding younger millennial wine enthusiasts. The use of gold and vintage touches positions the brand as a premium and exclusive choice in the market.
THE CHOSEN LABEL
The wine industry boasts a rich heritage that extends over millennia. Crafting exceptional wine and establishing a robust brand necessitates a comprehensive grasp of its history, culture, and industry norms.
Utilizing techniques such as gold-pressed boxed logos featuring grape vineyards or a scenic valley image, Lacadie's new red wine collection captivates consumers through visual and tactile experiences, showcasing its exquisite quality.
MOODBOARD AND DIE LINE PACKAGING
Moodboard
Dieline Packaging
OTHER PACKAGING PROJECTS
