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!