Five Rows Winery
What do you do?
Make wine in CA.
How many sides of the package require graphics design?
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?
Style and Concept
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. We do not want the number "5" on the label as the primary image. 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 objects. We are open and will provide feedback during the next two weeks.
We are keeping the brand typeface and information on the lower part of the label. Please submit ideas using the existing label and only changing the image in the center of the label.
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. Remember customers will see this on a crowded store shelf.
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 at the higher price points.
Do you have additional info or links you'd like to share?
please see the existing package at http://fiverowswine.com/. We are keeping the brand typeface and information on the bottom part of the label. Please submit ideas using the existing label and only changing the image in the center of the label.
Our other label that does very well in the market is at http://blockninewine.com/.
Also, a couple years ago we attempted this project but found that most of the submissions did not follow our branding direction. Many had a multitude of colors, several used the #5, and most did not look like upscale bottles of California wine. We definitely need to make a label change and encourage you to visit a wine shop to get a feel for upscale wine graphics.
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