With so much choice on the market, the label definitely plays a big role when it comes to conveying the essence of what’s inside the bottle.
Wine labels don’t just communicate the obvious (the contents and nature of the product); they also embody the ideologies of the winemaker, express an idea, or honour the grand history of a farm.
Van Loveren, who’ve been producing wine since 1937, understood the need to drive conversations with consumers through modern design. Recently, the wine farm unveiled new packaging in celebration of its 40th anniversary – a revamped, clean label that highlights the history of the brand:
Our brief was to “link” the brand design to our history and stories, creating a more premium offering than our current packaging and compete in a better space with our competitor set. Ultimately that it should be visibly better and an upgrade from our historic packaging and reflect the quality of the wine in the brand.
Phillip Retief, MD Van Loveren
The eye-catching graphic on the new label is from the original invitation to the wedding of Hennie Retief senior to Jean van Zyl, who acquired the farm in 1937 and named it after one of her ancestors, Christiena van Loveren.
Featuring that date in the branding is a nod to the past, but also a reminder of the Van Loveren Family Vineyards commitment to rejuvenation and growth, ever sensitive to consumer appeal:
Nothing comes closer to seeing and discovering elements on a wine farm for the very first time. It’s very personal and often creates an immediate connection to images of people, happenings and moments from the past. And in that connectivity, there is a rush of feelings and emotions that forms a bond, and immediately without even knowing it you are fully invested in the story. So our task as designers is to take this connection and feeling and present them in a way that has meaningful and modern resonance. And hopefully creating an opportunity for our consumers to personally feel and become part of that magic each and every time they experience the brand.
Brendan Mitchell, Grand Studios
Other labels that have grabbed our attention
Never judge a book by its cover, they say – but these local wine brands have grabbed our attention with their delightful label designs, which complement the delicious juice they represent.
CAPE ROCK WINES ASYLUM AND AMNESTY
These two labels from Cape Rock Wines – a farm located between Vredendal and Klawer in the Western Cape – feature striking, moody coastal scenes that appear to connect when placed next to one another. The idea of the two separate visuals corresponding in this way is such a clever touch for a brand.
SIMONSIG THE GARLAND
The exquisitely detailed drawing on The Garland 2015 depicts the very special site on which this single-vineyard Cabernet Sauvignon is grown. The wine is only released when the cellar deems it exceptional – this vintage, which is from the already- legendary wine year that was 2015, should be treasured.
SERIOUSLY OLD DIRT BY VILAFONTÉ
The drawing on this label beautifully and subtly conveys the idea of the importance of “terroir”. While the much-used French word doesn’t quite mean just “soil”, the unique qualities of the “dirt” in which vines grow are vitally important to how the wine turns out in the end.
THE BLACKSMITH “BLOODLINE” PET NAT
The Blacksmith’s wine labels are currently all heavily influenced by tattoo art, and among them is this rose label for Pet Nat. It’s so right for the wine: delicate and complex, but also the very opposite of a shrinking violet or wallflower. Says it all with no words required.
AA BADENHORST SECATEURS CHENIN BLANC
This super-identifiable label was created by artist and designer Peet Pienaar, and receives praise for being unpretentious, warm and humble. Featuring a line illustration of farmer’s pruning shears, it highlights the physicality of the wine-growing process and encapsulates the aesthetic of AA Badenhorst wines.
DAWN PATROL CHENIN BLANC
Dawn Patrol’s easy-drinking wines feature its winemaker with her surfboard on “dawn patrol” on their labels, which were created by Stellenbosch-based graphic designers Fanakalo. The drawing is genuinely charming, and gives a personal and intimate touch to the brand.
SIJNN LOW PROFILE
This rich and juicy red packs a serious punch, so its subtle and understated name and label deliver something of a witty oxymoron. A clean font juxtaposed against a soft watercolour is separated by a delicately torn edge – a red herring for what awaits beneath the label!
AVONDALE ARMILLA BLANC DE BLANC
This elegant and understated label perfectly matches the delectable wine in the bottle. It’s especially clever that the main colour is a nutty brown shade that most people would not use on a wine – here, it serves to remind fans of the subtle biscuity flavours of this superb MCC.
Looking for more on wine? Here are 15 tasting rooms in the Western Cape worth a visit.
