label design
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A label that charms SINCE 1997, SAUNDERS Design Group (SDG) has grown from a small regional graphic design firm into a specialist print, web development, multimedia and advertising agency in Mildura, Victoria. During this time, SDG has worked passionately to develop a professional image for a variety of local, national and international businesses, as well as many regional festivals and events. SDG’s approach to delivering high level design outcomes and advertising solutions led SDG to be recognised and published by leading industry publication, Oz Graphics, as one of the top design firms in Australia in April of 2009 and again in their December 2012 release. The following answers are supplied by SDG director, Andrew Sherer in relation to the wine label design for Chalmers Wines.
What inspired you to work in design, and what aspect of label design do you enjoy the most, or derive the most satisfaction from?
Have you seen many changes in label designs over the past decade and what labelling trends do you see emerging into the future?
My personal inspiration to work in design is directly entwined with the satisfaction I draw from working on a wine label. These projects are often the grand finale to 12 months of intense labour and love by the winemaker to produce something unique and memorable. To be entrusted to play a role in representing these achievements visually by an individual or company is a truly humbling and personally rewarding experience.
The most significant changes I have seen in label design over the past decade have been the ability to expand the format to engage directly with the consumer from the shelf. QR Code and smartphone technologies are literally enabling products to jump off the shelf and shout, “Pick me, pick me!” The existence of DNA-authenticated labels is also another indicator of just how seriously the consumer wants to believe in the honesty of a label’s story.
What was the inspiration or key-branding message behind this particular wine label?
The hidden red charm pointing upwards is a symbol of Chalmers’ positive, forward thinking and innovative approach to its winemaking. Dedicated to sustainable viticulture and passionate environmentalists, the swirling icon subtly suggests new growth. Its long, smooth, adventurous and flowing shape is reflective of their exciting range of varietal wines and their personal family journey in pioneering Australian winemaking. The icon, itself, is comprised of a treble clef and the hand drawn signature of the companies managing director Kim Chalmers, who is also a talented and creative composer and musician. In your opinion, what are the most important labelling concepts to impact on wine sales and marketing success?
The balance of what’s on the bottle and what’s in the bottle will always be in favour of what’s in the bottle. A good wine label will sell the first bottle. A good wine will sell the second, onwards. As designers our critical role is to communicate the story of how it came to be that good wine. Providing the consumer with an honest bridge between the two elements, allowing them to understand and appreciate the winemakers’ values, and eventually embrace them as an ongoing part of their own lives.
November 2012 – Issue 586
www.winebiz.com.au
To what extent do countries respond differently to labels and/or wine marketing images?
This segmentation of the market I believe is no longer as great an issue as it once was. The ramifications of using or not using a certain colour within a certain culture are diminishing. The internet has broken down these historical design stereotypes and, when combined with the military precision of online retail, the power is slowly being handed back to the consumer to drive what their local stockists distribute. How can label designers overcome the challenge of helping a wine bottle stand out as the market becomes increasingly congested?
Congestion is caused by a lot of the same, whereas no true winemaker’s story is the same. Each individual vintage to them is like raising another child – it may become similar to many others in certain ways, but the subtle differences will always produce something uniquely loveable year after year. As designers our most important role in combating congestion is to take the time to listen and clearly visualise a label’s unique brand truth. We are all drawn to listen to or feel a part of a great true story. Fortunately, for us, the Chalmers family have both great wines and an even greater true story.
Grapegrower & Winemaker
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