Dates

Starts:30-Apr-13 9:33 p.m. GMT

Ends:13-May-13 9:33 p.m. GMT

Awards

Award 1: $320

Formats

JPG, AI (vector based)

Contract

Preview: crowdSPRING Contract

Materials

File 1: Five_Rows_cab_front.jpg (79.7 KB)

Uploaded on 30-Apr-13 9:20 p.m. GMT

File 2: Five_Rows_Cab.jpg (165.7 KB)

Uploaded on 30-Apr-13 9:20 p.m. GMT

Creative brief

The buyer added updates to the brief. Read them.

Business Name

Five Rows Winery

What do you do?

Make wine in California.

How many sides of the package require graphics design?

one

List the size requirement(s) for your package graphics design

We need the final product in a high resolution graphics file so our label printer can run it on a Flexo printer on textured felt litho paper. The image can be a couple inches high by a few inches wide. It will be used to replace the current vineyard image on the existing package.

What is your industry?

Food and Beverage

Describe the target audience for your package graphics

We have two customers. The first is the wine buyer at a restaurant or retailer. This buyer makes the decision to bring the wine into their establishment. For this buyer, the package needs to feel high quality and of good value. As with all consumer products, a strong impression is made before they try the product. This buyer first sees the product and then tries it before making the purchase decision. The larger part of the decision is based on the quality of the wine. A small part is based on the buyer's connection with the packaging.

The second customer is the consumer who either buys the wine off the shelf at the store or drinks the wine at the restaurant. They make a commitment to the product before they try it the first time. Repeat purchased are based more on the quality of the wine.

What 3 things would you like to communicate to your audience through your package graphics design?

1. Quality
2. Trustworthy
3. Upscale

What package graphics design styles do you like?

We want something that is eye catching and memorable but yet upscale. It need to look and feel like a $40/bottle wine.

The name Five Rows allows the designer to work off the number five. I am not saying we want the actual number "5" on the label. We probably do not. But it may work to have an image that includes 5 of something. See below for our package on Block Nine wine.

We are not set on a abstract image but that might work in this case. Especially an abstract image that has five identical objects. We are open and will provide feedback during the next two weeks.

What colors do you want to see in your package graphics design?

We are open to any colors but likely a total of one color.

What colors do you NOT want to see in your package graphics design?

Upscale wines typically do not have bright or neon colors. It needs to look like a $40 bottle of wine.

What adjectives should best describe your package graphics design?

unique and identifiable.

What content must be included in the package graphics design?

No content is needed. The content that's on the package today will remain. We are simply looking for a new graphical image that's more inspiring/cooler/better than the vineyard image we have today, which is a bit bland.

Depending on the nature of the image, we may emboss the image to give the raised image more prominence on the label. We could also make it glossy if needed.

We recommend before you start this project you stop at your local wine shop and get a good feel for wine label marketing.

Do you have additional info or links you'd like to share?

please see the existing package at http://fiverowswine.com/.

Our other label that does very well in the market is at http://blockninewine.com/.

Brief updates

3-May-13 2 a.m. GMT
Maybe our original brief focused too much on the number five. Most of what we've seen so far has specifically involved five of something or the number five. Again, we're open to the image being five of 'something' or to not be. It's logical but definitely not required.

We're seeing some very interesting stuff! Keep it coming!

Thanks.
6-May-13 10 p.m. GMT
The paper we use for this label is textured, which makes it very difficult to print multiple color, photo-like images. Often times, doing that results in the ink 'bleeding' into the paper and image is dull. Due to the paper, there is very little crispness to the image printing.

If you stop by a wine shop, see some CA wine labels with a more textured feel and you'll see the limitations of the printing process on this paper.
14-Jul-13 10:25 a.m. GMT
Hi all,

We just wanted to let you know that the buyer in this project has not chosen a winner so we're going to close the project. Please know that we've made repeated attempts to contact them by phone and email but were unable to reach them.

To reward the loyal creatives who worked hard on this project and all the others on the site, we've taken the proceeds from this project and used them to fund our monthly cS Awards program. The cS Awards are issued every month based on varying criteria but are a simple way that we give back to the community and reward our creatives.

Thanks so much for participating and see you around the site,

The cS crew