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!
As we turn the corner into November, the holiday season is just around the bend. If you’re like us, you look forward to the warmth of gatherings of friends and family—and the delicious food and drinks you’ll share.
What better way to kick off the season’s eatings (and drinkings) than at the Northwest Food and Wine Festival? Coming Saturday, November 12 to the Doubletree Hotel at Lloyd Center; this is your chance to sample some of the region’s finest wines and delicious small bites.
Northwest Wine Tasting and More
The event, which offers your choice of general or VIP admission, includes live music and an array of wines from some of Oregon and Washington’s finest vintners. You’ll also find local brewers and distillers showcasing their finest.
Flavors of the Pacific Northwest
This festival isn’t just about wine; you foodies will find plenty to interest you as well. In addition to some flavorful bites to taste, you’ll find some treats available for purchase. For the home chef, look for the latest and greatest in kitchen gear and equipment.
Best of all, if you attend this year’s Northwest Food and Wine Festival, you’ll be in the company of local gourmet food, spirits and wine enthusiasts. What a great way to meet new friends!
Eric Gorrell joins Rose City Label after years spent in the food and beverage industry. Eric cooked his way through top Seattle restaurants including Matt’s In the Market before transitioning from food to the wine industry.
Eric has worked as a buyer and salesperson for wine and beer retailers, such as Esquin, Liner & Elsen, and Whole Foods Market. Eric also has experience working with wine distributors in Seattle and Portland and in wineries. Eric is excited to bring his in-depth knowledge of the food and beverage to his new role as Account Manager for Rose City Label.
When Eric is not spending time connecting with the fabulous craft brewers and winemakers that make the beverage scene so vibrant in Oregon, he enjoys hiking and spending time with his wife, their two young children, and family dog.
When you think about ordering self-stick labels for your product, which type of adhesive to use is probably not the first thing you think about. In most cases, design and artwork are the star of the show when it comes to your product labels. However, without the right label adhesive for your application, it may not have the staying power you need.
Types of Self-Stick Label Adhesives
Adhesive is just a fancy word for glue. And glue is glue, right? Not quite. There are many types of label adhesives, and not all will give you the result you desire.
In addition to your preferences, a lot depends on the surface you’ll be applying your labels to. Depending on the adhesive you choose, your labels can be repositionable or permanent. They can peel away cleanly, or removal can destroy the label.
What to Consider When Selecting a Label Adhesive
You might be surprised at the number of label adhesive options there are to choose from. The best one for your project will depend on a number of factors:
- The surface your labels will adhere to: smooth or textured, rigid or flexible
- The application conditions: hot, cold or moist
- The storage conditions of the product: hot, cold, wet or dry conditions
- The product itself: liquids or oils can dissolve certain adhesives
- The shape of your packaging: tight curves and sharp edges can present a challenge
In addition, you’ll want to decide whether you prefer (in order of stickiness):
- Repositionable/low tack/’post a note’ style
- Removable (these generally become permanent a few days after application, but can be repositioned before the adhesive sets)
- Permanent label adhesive
- Freezer adhesives (to withstand extreme cold without peeling or cracking)
- Aggressive/Ultra Permanent – for our most demanding applications
Rose City Label Knows Adhesives
It’s hard to convey decades of experience in a short blog post. To make things more complicated, not all label materials (paper, foil, clear, textured, etc.) are available with all adhesives. Additionally, our different printing methods can dictate specific adhesive requirements. Give us a call; we’d be happy to discuss your specific application.
For over 80 years, we’ve been producing quality product labels for beverages, foods, personal care products and industrial applications. No two projects have the same goals, and we pride ourselves on finding the best solution for each client’s needs.
Tell us a bit about your product, how it’s stored and used. We know the right questions to ask so we can select the perfect label adhesive for your project. We can even provide you with free, no obligation samples to test on your specific product, just to be sure. Stick with us! (Sorry. We’ll try to keep the adhesive puns to a minimum.)
Theory and background are important, but now it is time to really begin printing your labels! You need to have the background work done – read more about that in a previous post by clicking here. Once you have laid the foundation and you have a solid brand, it is time to dive into the details of getting your perfect labels printed. Follow the path laid out here, and you will be able to select the correct label technology for your project.
If you believe your new food, beverage, tool or gadget is really going to make people happy or improve their lives, you owe it to the world to get your product out there – don’t keep it to yourself. Go out and make it happen today.
How Complex and How Stable is Your Design?
If you have a full color or photographic design, then digital and conventional printing are both very good options. If your design is more of a classic, simple layout, like a traditional wine label printed with one or two colors, then you will have a cost advantage with traditional press printing – more colors mean more cost on a traditional press. How likely are you to revise your design on the next run? If you aren’t in love with the design, this will lean you toward the digital production option because there are no setup fees and no penalties for changing the design on your future orders. Simple design? Consider traditional press. Very rough, unstable design? Lean toward digital printing.
How many labels can you commit to right now?
The more labels you buy, the cheaper they will be – this is true across all print platforms. Sometimes it makes sense to select a fixed budget – ‘how many labels can I get for $700?’, but sometimes it makes more sense to base the quantity on your sales projections, or your batch quantity for production of your beer, wine, or peanut butter. We never recommend buying more than a year’s supply of labels – buying more than this, generally, won’t lower your cost that much but it will add more risk of wasting labels – in case you move, change ingredients, or decide you want to give your labels a facelift. Depending on the quantity you decide on, smaller quantities generally tend to favor digital production options. The size of the label weighs on this decision too, but in most cases, 50-1000 labels should be printed on our Economy Digital platform, 1,000 to 10,000 labels belong in our Premium Digital department, and initial orders over 10,000 labels run best on our Traditional Press area.
Do you need metallic inks, perforation, special adhesive or other special operations?
Traditional press printing is still 70% of our business, despite the rapid growth of digital. Because of this, we have many more material choices in the traditional press department – both label materials and adhesives. We also have many, many more standard cutting dies available. Metallic inks, inline embossing, perforation, top scoring, and many other special operations are ONLY available on the traditional press. Finally, because the press is so much larger and faster, the very lowest cost labels will always be produced on the traditional printing press in almost all cases.
Do you want to add ‘bling’ like embossing or foil stamping?
Once you have decided on the primary printing technology, you get to look at the dessert menu. What do you want to add onto the top of the beautiful label you just produced? With our state of the art foil and embossing equipment, we can add a little extra ‘spice’ to any label – regardless of which press technology was used to print it. Embossing and foil stamping make a label ‘pop’ and stand out on the shelf. These secondary operations aren’t for everyone, and they aren’t cheap, but they do give a dimension to your product that you can’t get any other way. Maybe you have a full line of food, beverage, or consumer products? Consider embossing or foil stamping for your top tier product – the Private Reserve level – this will make it stand out, but still remain obviously recognizable as a part of your product family.
That’s It – Go Make it Happen!
Once we have the printing technology selected (Economy Digital, Premium Digital, or Traditional Press) and we have confirmed the need for secondary upgrades (adding the ‘bling’), we are ready to submit an order! All orders are quoted and confirmed within 48 hours. PDF proofs are sent back within 3 business days. After PDF approval, typical lead time is about 7-9 working days. That’s it! Your product is ready to be released to the world – go out and make it happen. If you believe your new food, beverage, tool or gadget is really going to make people happy or improve their lives, you owe it to the world to get your product out there – don’t keep it to yourself. Go out and make it happen today.
More questions? No problem – we can help. Follow this checklist and you will be on your way to making the right decisions, but don’t be afraid to ask for help along the way. We do this every day, so we have many more ideas to help you launch your product with great success.
I was fortunate to attend a vendor summary in Ohio this week that included a presentation by Rob Wallace of Wallace Church – a world class branding agency in New York and San Francisco.
Rob spoke for about an hour about Design Thinking. His points were very good, and worth sharing here. Rob said that Design should be a mentality in your business. We need to connect the dots in new ways, and not just rely on linear thinking and the accumulation of facts. We can’t get by on just regurgitated facts – we have to think in new ways. Design is a process, an action, a verb. Here are the critical steps:
- A> DEFINE – redesign the problem, don’t look for the easy, obvious, conventional solution – look at it in a new way
- B> CREATE – make many options, try a new approach, don’t stop at a barely acceptable solution
- C> REFINE – make rapid prototype and test heavily – let the market tell you – improve and change often
- D> EXECUTE – implement solutions that work – monitor success – follow through – make it happen
Learn more about Rob and his firm by clicking here.
While this isn’t directly related to labels or printing, it is a message that all businesses need to keep in their mind. We want to be a solution provider, not just a print vendor. Our goal is to help your business succeed – labels are just the main vehicle we use to accomplish this goal. Call us today if we can help.