Package design: wine label/bottle Labels are one medium by which a company communicates product information and image to the purchaser. Companies know the importance of this 'last chance' to make a sale. This is the actual buying decision - when the consumer reaches for a specific product to put in the shopping cart or basket. Some of these decisions are pre-meditated, others are impulsive depending on a variety of factors at the site of the purchase - the label/packaging, price, need, desire, etc. Therefore, it is important for retail labels to attract attention, communicate a positive image, be appropriate to the contents inside, provide information to help the purchaser make an informed decision. and encourage the desired attitude in the consumer's mind. Woodbridge wines (www.woodbridgewines.com) is currently unhappy with the sales and stagnant growth in the marketplace. They are willing to invest in a new look for their line of wines, including labels, bottles, closures, and add-ons. They have hired you to develop and propose a complete rebranding of Woodbridge wines. Your presentation, however, will concentrate on 2 labels in the Woodbridge line: a white and a red (varietals of your choosing). Items to research • History, philosophy, and product line of Woodbridge wines. • The impact of package design on perception and sales. • Different bottle shapes for different varietals of wine. • The variety of existing labels and packages in liquor stores. • Criteria consumers consider when making a wine purchase decision. • Manufacturing and production methods of bottles, labels, and packaging. • Legal requirements • Label requirements Project issues • Concept, theme, and overall image. • Continuity among varieties of Woodbridge: individual labels or unified as a group. • Emphasis and visual dominance of Robert Mondavi or RM. • Inclusion, placement, and manipulation of the RM bullet mark. • Visual hierarchy of information: importance and eye flow. • Attention to detail in production and comp/model presentations. • Legibility, readability, and comprehension. • Type used/rendered and manipulated. • Image (photograph or illustration) style and attitude. • Colors and how they respect/enhance the wine, cap, and glass colors. • Rationale of each design decision. Specs Comp: one board with samples of at least 2 complete labels in the Woodbridge line; samples in actual size and in color. Model: complete, literal, actual finishes and materials for at least 2 varietals - one white and one red. Evaluation • Assessment: thorough well-written project assessment. • Research, thorough and inclusive: the company, wine stores, sales staff, and consumers. • Concepts and themes: original and appropriate. • Thumbnails and rough sketches: evidence of through exploration of ideas and production methods. • Comps and models: well executed and accurate. • Presentation: rehearsed, smooth, positive, and persuasive. • All deadlines met. Purpose • Practice conducting efficient and thorough research. • Develop skills in assessment and critical thinking. • Become familiar with the diversity of retail labels. • Build professional quality comps and models. • Practice making persuasive oral presentations of your work. • Shoot professional quality photographs of work for portfolio presentation. www.jamesrobertwatson.com/winepackage.html