Design Development and Branding for New Winery
The market research and brand comparison showed wine labels with simple and eloquent white and off white labels that emphasized font and text layout and followed a grid of centered or symmetrically alignment with little to no use of negative space. Most labels looked similar and few stood out. The use of design elements and principles were lacking in the majority of labels. The opportunity for the new brand is concentrated in the visual hierarchy within the compositions. The intention for the brand is to accentuate the image and color while using negative space to hold the brand name and create contrast. The grid will be asymmetrical and the design elements such as color and texture will bring harmony to each composition.
LOGO
The logo is designed to be rhythmic and dynamic. Futura bold is used because it brings clarity to the logo and is a modern font with an edgy feel, unlike modern fonts such as helvetica neue and arial. The glyph above the text gives the sense of a decorative, stylized grapevine and creates the contrast between the two components of the logo. The intention of the logo in each composition is to be dynamic but not high in the visual hierarchy. It is anchored by the negative space in each layout to give it breathing room so it can be noticed easily. The image is the most important element in the visual hierarchy of the compositions and the logo is meant to be a subtle yet prominent extension of the image using one monochromatic color chosen from that image.
LABELS
The chardonnay composition uses colors that are saturated and give off an exciting and bright feel because chardonnay is best served chilled during the warm and bright spring and summer months when people are excited to be outside enjoying themselves and others.
The pinot noir label has a vibrant feel that resembles the color and texture of the wine. The violet background gives the piece an inviting and comfortable sensation, and combined with the silhouette of the grapevine, gives the mood more of a seductive and intense feel. The burgundy text creates a high contrast between the foreground and background and ultimately brings unity to the composition.
The red blend label uses contrast to express itself, just like a typical red blend would do. (A contrast of different grapes) The background has a lighter feel while still enveloping the feel of a red wine grape with its tones of red and orange. The leaf in the foreground of the image is bold and gives the composition its power and intensity.
6 PACK CARRIER
The six pack carrier holds a similar intention as the labels do. The logo is held with negative space and the different components are in high contrast. This composition is different because of its 3D nature and information as text. To accommodate the information, a more symmetrical grid was created for the text to ensure it is harmonious while navigating. The grid also creates contrast to the other asymmetrical components.
DESIGN PROCESS
LOGO
Label 1
Label 2
