Wine Design: Where Palette Meets Palate

Packaging conference speaker asks wineries to challenge their perceived limitations

by Kate Lavin
wine treasury matua thermal label
Designers are some of the most knowledgable sources when it comes to innovative wine packaging elements such as the label that changes color when it reaches the proper temperature, seen here on Matua Sauvignon Blanc.

Yountville, Calif.—Wine packaging is the place an artist’s palette meets the winemaker’s palate. As managing partner of the 4Parts Design firm specializing in alcohol beverage branding and design, David Hanson-Jerrard has been working at that intersection for years. On Aug. 16, he’ll challenge wineries to look beyond their “house palate” in terms of brand identifiers and consider tools from the artist’s palette that can make their wine packaging truly noteworthy.

Prior to his role at 4Parts, Hanson-Jerrard worked for a corporate wine firm, and he knows how important the cost of goods can be in making packaging decisions. During his presentation, Hanson-Jerrard plans to show examples of packaging supplies that stand out on the shelf.

For example, design firms talk with packaging suppliers regularly and are knowledgeable about new products that can make even standard bottle shapes and paperstock look truly custom. From bottle appliques to screen-printed capsules and thermographic inks, an incredible number of options exist for wineries looking to make their products stand out.

“There are things we’re talking to suppliers about that wineries don’t even know are out there. So use your packaging partner, your design partner, to have a look at these items and embrace the opportunities available,” Hanson-Jerrard said.

Also on the docket is an example of how wineries can use the brand brief to get the design team and winery management on the same page in terms of goals and expectations. “Moving beyond the tight brand brief is critical to moving the needle” for package design, he said.

He’ll also show how doing a redesign gave one client the opportunity to pare down which brand identifiers were core to their image and which could go by the wayside or be reimagined into something more modern and interesting to consumers.

“I want to challenge the internal limitations wineries place on packaging design,” Hanson-Jerrard told Wines & Vines. “Engage your design team as brand ambassadors and let them present concepts to stakeholders. Allow them to explain the concepts they’ve presented.”

Hanson-Jerrard's design talk will be the culmination of the fourth annual Wines & Vines Packaging Conference. Other topics include sustainable packaging, bottling, creating an effective packaging redesign, designer speed dating and the results of the Wines & Vines Packaging Design Awards.

To view the full schedule and register for the conference, visit wvpack.com.



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