Powerful wine labels connect. The wine is the ultimate product – and good wine will bring them back. The first sale relies on the label. Labels matter more than ever in the crowded retail market. You only have a brief moment to make a connection, and your label is the primary vehicle to do that.
The recent article by Cyrus Azari – ‘The Power of a Well Crafted Label‘ talks about this in detail. He makes several great points, including this:
You better have a sleek and sexy label design that is visually appealing! Here’s the kicker, it has to be appealing towards who you want to buy that product.Cyrus Azari, Merchant 23 blog
The key point here is that the label has to be appealing to your target audience. If you don’t know who you are selling to, then any label will work. But if you do (and you better in this competitive category) then you need a label tailored EXACTLY to the consumer you are trying to reach.
- Young professionals trying to make a good impression
- Experienced wine lovers that belong to 3 wine clubs
- Men/Women/African Americans
- Converts from beer or spirits
- Chefs that want a wine to compliment a meal
All of these are valid and worthy segments to target, and all of them could potentially need a different label. Defining your ideal customer first is the best way to start your label design – if you can bring this to your graphic designer, it will make the process much more productive.
There really is no perfect label for your wine – there is only the perfect label that connects with the consumer you are targeting. A label is a visual representation of your brand – it is the promise to the consumer about how they will feel while enjoying your product. The wine has to fulfil the promise made by the label, but until you know the actual promise you are making, it is very hard to hit the target.
Think about your target audience and your brand promise – once those are well defined, the label will design itself. In the label design process, we would be happy to collaborate with your designer to discuss paper options, foil and embossing, and special die cut shapes to bring your vision to life.
Call us today. We can help!
Begin with the End In Mind
Remember that every part of your business that the customer sees has an impact – positive or negative – whether it is intentional or accidental. Everything WILL have an impact, and by being proactive and thoughtful, you can shape that impact. Think about the feelings you want people to have when they come to your store, view your packaging, or use your product. How do they feel? These are all good and viable feelings your product could invoke, but they are all very different.
- Bad A$$?
Be sure that when you set out to create or update your brand, you begin with this end in mind. Start with you you want them to feel when they interact with you, then work backwards to create that feeling.
Labels are Only Part of the Package
We love labels! Labels are our life – but we know that they are only a small part of the brand. Labels only ‘work’ to the extent that they reinforce and build on your web design, your on-premise look and feel, your menu, your actual product in the bag, box, or bottle. The owners’ personality also plays into this – if you are an owner-operator, or otherwise serve as the ‘face’ of the business, then how you interact matters too. Again, we don’t want to minimize the value of labels (never!) but we realize they are part of a larger branding system. Read more about that in the great article below.
Start with your Authentic Brand
Begin with your message and your brand voice. A presentation by our friend Clare Carver was the inspiration for this Authentic Brand blog post. Check it out. This is covered in more detail in the tutorial below.
Check out this Cool Tutorial from Codo
This is one of the most comprehensive, well written guides to branding that we have seen. This is specifically targeted to Craft Beer (which is a big part of our business) but it could equally apply to any product company with a consumer product in a bag, box, or bottle. Anyone with any business could learn from this guide. Check it by clicking here
Need Label Help?
Once you have the complete branding package complete, and you need to bring that brand vision into the world, please call us! We can help reinforce your brand and bring it to life in the hands of your consumers. We have great printing technology and people ready to help. Call us today!
Rose City Label Recognized with TLMI Environmental Leadership Award for 2018
Rose City Label won the Environmental Leadership Award at the 2018 Annual Meeting of the top label printers in America. This Environmental Leadership Award is given annually to one printer and one supplier based on judging the association environmental community. The award recognizes specific programs, demonstrated results, and a cultural commitment to the environment. We are very honored to join the list of past winners and we will never stop on our eco-friendly journey. This year, the awards were renamed in honor of Calvin Frost – a true environmental leader in the printing industry. There is nothing better than a cold frosty beer from our customer in the commemorative ‘Frosty 2018’ mug.
Trying hard and having commitment are important, but for the TLMI Environmental Leadership Award, results matter:
- Five Year Water Reduction of 47%
- Five Year Natural Gas Reduction of 43%
- Small reductions in Garbage and Electricity as well
All measures are indexed to manufacturing output as our business has grown considerably in the past 5 years. Complete details and annual graphs of these measures can be found in this blog post.
Small Things that Every Business Can Apply
Besides these dramatic results, the committee was impressed with the programs and projects the company has championed. These include:
- Encouraging employee bicycle commuting
- Providing excess pallets for employee home garden projects
- Recycling pallet wrap at the local supermarket
- Giving away excess pallets on Craigslist for local projects
- Shipping via direct courier service whenever possible
- Reusing items in the press room during production runs
More about these innovative programs can be found at these two blog posts click here for part 1 and click here for part 2.
Make Conscious Choices
The final area called out by the judges in this award was a leadership commitment to the environment. This philosophy is baked into the business so deeply that an employee recently lobbied for an electric car charging station – she knew it would align with our values (and with her new car), but also would provide marketing value and would contribute to this award criteria. All team members know we are focused on the environment. Some additional major indicators:
- Conversion to 100% wind power – read more here
- Water wash printing plates – among the first on the West Coast to adopt this system – read more here
- Monthly review of eco-metrics along with financial performance
Honoring the Label Eco-Legend – Calvin Frost
This award was particularly important to us since it was renamed in honor of our longtime friend and vendor, Calvin Frost. Calvin has been the voice of the sustainability movement for decades and his message is finally being heard far and wide in the industry. Calvin’s company, Channelled Resources, is basically one big recycling business. For over 40 years, the company has inspected and salvaged potentially damaged product. This stock would be destined for the landfill if his company didn’t take the time to sort and save the (large percentage) of this material.
Winning this award any year would be great, but to the first ever ‘Frosty’ award winner is even better!
Thank You – Call Us Today
We are ready to help others become more ‘green’. Any success we have is a team effort and we want to help you on your journey. Are you just getting started? Or need some pro-level tips? Please call us today. If you buy labels, that is fantastic, but we will help any business with a true desire to learn and grow in their eco-journey. Cheers!
Can Labels Pop!
Bright colors catch consumer eyes. You only have a few seconds to grab them and entice them into picking up your product. Can labels pop off the shelf. Printed cans have their place at times. Look at the vibrant color you get with a label! Once the consumer locks onto your can, it’s up to the beer (or other product) to sell them the second time. The first time is very dependent on your packaging. Can labels pop and they help new consumers try your product.
Simplify your Life (and Inventory)
How great would it be if you only had to inventory ONE can? If you didn’t have to tie up cash and warehouse space for 200,000 EACH of 5 different SKUs, your life would be much simpler. Can labels pop, but that is only one of the advantages. Having a more responsive, nimble inventory management can allow you to focus on making more great beer!
The Shelf Image is Dramatic
Check out this previous post to see the vibrant colors – click here
There is a VALUE to the cost
Yes, premium can labels from 7c up to 25c or more for low volume specialty labels. This is significant, but what is the value that comes with this cost? What is the additional shelf impact, the lifetime value of customers that find you for the first time? There is tremendous value in a simplified inventory system, right? What is the value of giving your brewer the flexibility to try new, exciting recipes? The actual financial cost is easy to measure, but the value gained from this packaging upgrade is difficult to quantify – but it is real.
Call us Today
We delivered these can labels in less than a week when a good customer was in a jam. Going with can labels adds flexibility and speed to your production. We have the material and the technology to help you with 12oz, 16oz, and crowler can labels. Call us today!
Beer Can Labels Give Great Options
Beer can labels allow brewers to experiment, collaborate, and bring new products faster. Small batch sizes, quick delivery, and great quality make can labels a good option for specialty products. Beer can labels add cost, but with premium, small batch products commanding a higher price, the can label pays for itself. And, not having to order 200,000+ of each SKU saves money and space.
12oz or 16oz – We CAN Help
We have the standard sizes for 6-pack (12oz) and 4-pack (16oz) labels. And, we can do them on both our traditional press (long run) format and the short-mid run digital press. Whatever the beer can label need – we CAN help!
RCL Can Labels Run Well
Beer can label customers rave about how well the labels stick to wet, cold cans and how durable they are in the retail environment. Because cans don’t have a protective panel like glass bottles, can labels need a laminate to protect the ink. We learned this the hard way on early runs, but now we have the system dialed in.
Design Options and Special Inks
Because you aren’t committing to 200,000 printed cans, your designs can be flexible and fun. Also consider adding metallic or fluorescent inks to make your designs pop off the retail shelf. Printed cans are great, but they just don’t have the graphic options that a beer can label offers.
Small or Large Quantities
Because of our flexible press options, we can print 500 to 100,000 can labels in a fast, high quality, cost effective manner. Some can labels cost as little as 7.5c per label.
We appreciate all the great beer customers that have trusted us as the moved from glass to beer can labels. Please call us today for all your beer can label needs.
Rose City Label Customers Win Big!
We are proud to be partners with some of the best brewers in Oregon and beyond. Making great beer is the most fundamental thing that will help these people grow their business, and they really are making great beer. From all different styles and different sized breweries, the Oregon brewers took home many, many awards this year.
World Beer Cup – National Competition
This event isn’t for shy people – the competition is fierce and nobody likes to lose. But winners like these don’t back down – they want to know how good they really are, so they enter competition to find out.
Seventeen Oregon Breweries won awards this year – click here to see the Oregon List
More than half of these are current and former Rose City Label customers – way to go!
The full list of all award winners can be found on the World Beer cup website by clicking here.
Great Beer Needs Great Packaging
Having great beer is the foundation, but in order to really build your brand, you need great packaging. Labels matter too! Click here to learn more about Beer Label Design. We are proud to help these great brewers tell their authentic brand story. Great beer is the key, but to win over the long term, you need the total package – great beer, fun on-premise experience, and excellent packaging in the bottle shop. We can help make sure the beer in the bottle or can looks as good as it tastes.
Customers have choices – we are very thankful for all the brewers that choose us for their label needs. Beer remains a very solid part of our business, but we would love to talk to new breweries too. Call us today if you want to kick up the quality on your beer labels. Cheers!