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Business Info

Business Name

Mack & Schhle AG

What do you do?

We import and distribute wine in Europe and the US.

How many sides of the package require graphics design?

Front label for a wine bottle

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

--> 5-8 cm in width
--> 7-10 cm in height
--> Front Label for a burgundy shaped white wine bottle
--> some flexibility with the label shape (round rightangular,...)

Target Audience

What is your industry?

Food and Beverage

Describe the target audience for your package graphics

German wine lovers with a wine knowledge above average, curious and the willingness to pay good money for a good wine. Age 40 and more. Wine is poured for guests on a regular basis for less formal dinners. Nevertheless they like to drink it along other people or by themselves. Packaging definitely matters as it shows knowledge and prestige. Moderate to high income as well as good education.
Male/Female 50%/50%.

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

The label should wake the customers interest for the bottle and the variety (grape variety "Falanghina" is unknown to German consumer). Moreover it should be modern, stylish and simultaneously sincere. Should be differ from the averrage of retail wines, less striking.

Style and Concept

What package graphics design styles do you like?

- Minimalistic
- Using simple but outstanding picture(s) the customer will easily remember and which trigger emotions for a nice Italian white wine (please find the attached examples)
- Modern with a touch of classic
- White uncoated paper with a natural apperance
- Using a few and well integrated metal foil elements and embossing --> creating a haptic sensation

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

- White
- Pale blue
- Grey

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

- Neon or too flashy colors
- Black

What adjectives should best describe your package graphics design?

- Minimalstic
- Understandable
- Emotional
- Debonair
- High Quality
- Prestigious
- Helpful (for the customer)
- Stylish
- Modern with a touch of classic

What content must be included in the package graphics design?

The designer is totally free to design something new and outstanding. No existing logo or photography exists. In regards to the minimalistic approach, only mentioning the grape variety "Falanghina" is enough.

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

Please find three examples attached, which show the direction we want to head. As the variety "Falanghina" is not common in Germany, it is necessary to have a high quality label, which is easy and quick to understand by looking at it and triggers the mentioned emotions (adjectives) in the customers mind.



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