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
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
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.
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.