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Business Info

Business Name

Artisan Wine Co

What do you do?

Build Distinctive Wine Brands

How many sides of the package require graphics design?

Two sided wine label

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

a. Label design includes the design of
i. Front label
ii. Back label
b. Front Label format: size maximum 4.5 height x 4 width (115mm x 100mm)
c. Back Label format: size maximum 4.5height x 3 width (115mm x 75mm)
d. Closure: will be screwcap closure colors currently considered: matte black.

Target Audience

What is your industry?

Food and Beverage

Describe the target audience for your package graphics

Men and women Legal Drinking age (21) to 34 year old, newer wine consumers who are more interested in the social experience of wine than focused on varietals and winery association. They are looking for a good tasting, value priced, easy drinking wine that has a great attitude, without being too gimmicky. These consumers are drawn to label after their desired price point has been identified.

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

For full brief see attachment.

We are looking for interesting, distinctive design with great stand out on shelf. Simple and clean design, attractive with clear varietal identification. Sophisticated, edgy and authentic feel yet approachable and not gimmicky. Must over-deliver and feel more premium in terms of look and feel versus retail price.

Style and Concept

What package graphics design styles do you like?

Examples of indirect competitors (due to higher price point and geographic designations) fulfilling the fantasy niche are (see images in addendum):
Carnivor - http://www.carnivorcabernet.com/
Apothic - http://www.apothic.com/
Dead Bolt - http://www.deadboltwine.com/Homepage.htm...
Diabolica - http://www.diabolicawines.com/home.aspx

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

5. Colors and fonts
Design should also allow to build up a persuasive story that will be echoed in communication materials and market activation (such as portable web page; social media)
Streamlined design, with bold insertion of colour is ideal
Symbols or pictures, emblems or iconic imagery
No direct visual refernce to wine or food
o Label should covney a visual story of fantasy through a simple and iconic image
o Brand name and varietal preferred in dark colour for improved contrast and visibility at shelf

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

o anything too flashy
o complex die cuts
o clear labels
o 2 piece label
o overly scripted or hard to read fonts

o Copy on front label and any copy (and romance copy) on back label must be easily readable (avoid complex italic fonts). Avoid common fonts (such as Arial, Calibri, Times)

What adjectives should best describe your package graphics design?

simple, clean, authentic, edgy, intriguing

What content must be included in the package graphics design?

7. Canadian legal declarations these are mandatory and must be seen in the creative:

a. Front label Brand name, varietal (ie. Velvet Red, Satin White)
b. Back label
- Declarations that must be horizontal (vs vertical) typesetting:
i. romance copy place holder: romance copy word count: 90 words. Character count with space: 510
ii. 750 ml (750: in bold font and 3.2mm ml: 1.6 mm)
iii. 13.0% alc./vol. (13.0: 3.2 mm rest of copy: 1.6 mm)
iv. Box that marks the product barcode
- Legal declarations that can be horizontal or vertical writing (on the edges) all copy 1.6mm heights based on lower case o
i. red wine/vin rouge product of Canada/produit du Canada
ii. produced and bottled by Artisan Wine Co., Vancouver, BC V5T 4T5/Oliver, BC V0H 1T0
ii. contains sulfites/contient des sulfites return for refund where applicable/consigne l o la loi le prescrit

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

see full brief attached



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