Welcome!

News Feed Item

THE ART OF THE WINE LABEL - by Roman Payne

…On the Creation of Wine Labels for Modern Appreciation

PARIS, July 29, 2014 /PRNewswire-iReach/ -- Today's wine labels marketed in California and other US States are very different from the labels marketed here in France.  The people of France who comment on world culture often say—and for very good reason—that France is ten years behind America in cultural trends (musical and commercial trends especially).  I often overhear a French man or woman say that something that becomes popular in America will become extremely popular here in France in ten years time.  I have seen this phenomenon to be the case myself, and it may prove true for wine design as well.  While the wine labels in France only seldom venture into the casualness of American design trends, we are nevertheless aware of the new trend in America.  The trend pays homage to casualness in a way that ranges from the very clever, to the very obscene.  In an effort to first speak of the positive values of people, I will first talk about the cleverness of American design.

Photo - http://photos.prnewswire.com/prnh/20140729/130757

There is great ingenuity, and even occasional genius, to be found in today's wine design in America.  The genius, however, is only found in the techniques and the level of mastery; for current design trends in America are certainly not beginning any new or revolutionary art movements.  Rather, there is an oldness, a nostalgia for the past, displayed in contemporary design.  What is popular now is everything in that is 'retro.'  Current designers love to visit the past through designs featuring everything from wrinkled schoolbook notepaper, to images revisiting the look of old fashioned Polaroid pictures reminiscent of the 1970s.  Although Polaroid stopped making their famous cameras a few years ago, these historical objects are experiencing an enormous resurgence in popularity; and those who cannot find a second-hand Polaroid or lookalike camera today can still simulate the style of their photos using Photoshop or Instagram. 

I have observed five other noticeable trends in today's American wine design.  Like retro photography techniques and wrinkled paper, none of them offer anything new or revolutionary in style.  The modern trends are:

1.     Other Retro Styles:  Along with wrinkled paper and faded photographs, other elements of the past are entering into wine design.  Among them are 1970s Scandinavian design and American style artefacts from the 1920s-40s.

2.     Simplicity of Typography:  This is the most common of current trends in American wine design.  Not only is the typography simplified, but so are the logos and any messages included on the bottles.  This technique is sometimes made more complex (and more costly) through the embossing or etching of the logo.  Although the goal of this technique is 'simplicity,' it is one of the most difficult styles for label artists to master.  It follows the old design maxim:  "You need to first know how to follow the rules in order to break them."

3.     Complexity of packaging:  This is not retro, thus it is a new technique.  But it is not revolutionary.  The style should be credited to the modern design technique of luxury perfumes.  These wine package designs cost more than a simple printing of a label, thus for this reason, there is the suggestion that this technique is 'gimmicky'—although as a marketing technique, it is quite effective as long as the cost of the wine doesn't hint that the packaging is making it over-priced.  The complexity of packaging can range from very costly, to very retro (thus very inexpensive to produce—usually) encasements for the bottles.  Sometimes the packaging is more ingenious, using novelties, such as nets of golden threads, to envelope the wine bottle.

4.     Use of Found Objects:  Also a 'retro' technique (thus, introducing nothing new), the style uses scraps of what many would consider garbage: everything from old, faded train or subway tickets, altered in their message to advertise the wine, to medical documents that give a doctor's prescription for the wine suggesting that it is vital to the health of the consumer to purchase the bottle.

5.     Use of Humor—often tasteless humor, or on the edge of being so.  This, according to many, including myself, is the most annoying of current trends.  I myself believe it shows a disrespect for the ancient art of wine making.  Sometimes this 'humor' involves the use of swear words, other times it displays a message that brags about the wine's potency, and ability to render people light-headed or euphoric, other times it involves labels that are either self-deprecating, stating that the wine is of very poor quality (when it's probably just mediocre).  Other times it involves labels that are simply silly… for example, disguising the wine with the suggestion that it's actually a bottle filled with potato chips!

My guess is it won't take ten years for these trends to reach Paris, although I know they won't influence the rest of France, which remains very traditional where wine is concerned.  Yet although Paris still remains 'classical' in style for a large percentage of the population, the trend of the casual lifestyle, as well as a less serious perspective towards life, is gradually but effectively taking its hold on the French capital. 

In summary of the wine label trends internationally:  I feel that the major pity from an artist's point of view is that 'there is nothing new under the sun.'  This period in our history will, unfortunately, not be remembered for having witnessed a new artistic movement.  Unless, that is, a label designer of some unusual genius comes to emerge from the masses.

NOTE TO WINE PRODUCERS AND MARKETERS:  If you would like the author of this article to help you with the creation of a high-quality wine label, please email: [email protected] or visit: www.customlabeldesigner.com.

Media Contact: Dennis Payne, CityRoom, Inc., (360) 542-4136, [email protected]

News distributed by PR Newswire iReach: https://ireach.prnewswire.com

SOURCE Roman Payne

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Some people worry that OpenStack is more flash then substance; however, for many customers this could not be farther from the truth. No other technology equalizes the playing field between vendors while giving your internal teams better access than ever to infrastructure when they need it. In his session at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will talk through some real-world OpenStack deployments and look into the ways this can benefit customers of all sizes....
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Interoute has announced the integration of its Global Cloud Infrastructure platform with Rancher Labs’ container management platform, Rancher. This approach enables enterprises to accelerate their digital transformation and infrastructure investments. Matthew Finnie, Interoute CTO commented “Enterprises developing and building apps in the cloud and those on a path to Digital Transformation need Digital ICT Infrastructure that allows them to build, test and deploy faster than ever before. The int...
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin, ...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...