The client wanted the label to convey the concept of “origin” and other place-of-origin-related details for the product to reflect the signature of its maker. At the same time, we sought to update the product’s image by adding elegance and style. Finally—and, possibly, the biggest challenge—we were required to lower production costs for the new product without negatively impacting perceived quality. Although the previous brand was well positioned, the layout was complex and, therefore, difficult to read. For label artwork, we used images of the winery’s own vineyards and techniques that added value to the product, while lowering overall production costs. The resulting concept provided the product with a well defined identity for product differentia.
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