Every once in a while, wine brands like to shake things up by giving their products makeovers. Maybe "shake things up" should read "reposition their brand and increase sales." Whatever the goal, the end result is more or less the same: the label is redesigned .
One recent example of label redesign is manifest in the Wyatt range of wines. What I find interesting is the lack of impetus for such a change. Take the label of the Wyatt 2005 Cabernet Sauvignon :
It is, in my opinion, a pretty solid label: clean, legible, and memorable in its simplicity. The aesthetics might be unexciting, but the design stands on firm ground. Perhaps, best of all, it's easily recognizable.
So why fix what's not broken? Enter the 2006 label for the same wine:
It is intricate, elegant and beautiful. There was no tweaking of the old label here, but rather a complete overhaul, which isn't necessarily a bad thing. Still, gone is the consumer's familiarity with the old label, which was unpretentious and inviting, if plain.
Personally, I like both labels, so I ask you, faithful reader, which do you prefer?
Remember, it's not what's inside the bottle that counts. At least not this time.
Scott Rosenbaum is director of operations for the International Wine Center and wine buyer for the retailer DrinkUpNY .
For Better or Worse
- Blog comment by natalya, Nov 19, 2007.
I prefer the second one, but only from a design perspective. In terms of branding, which is key for me, the first one is the winner. I guess it depends on what Wyatt was looking to do- did they raise the price to match the label redesign? If they're targeting a new demographic, I can see why they would want a new image...
- Reply by Philip James, Nov 19, 2007.
Its a $10 wine - stick to the basics. I prefer the top one.
- Reply by Sung, Nov 19, 2007.
I also preferred the old label. I thought the older label was modern and clean which tends to speak to me more than ornate, almost rococo designs. Makes me think of cheesy lace curtains.
- Reply by Philip James, Nov 21, 2007.
ack! 'lace curtains'...