Wine. How does one market a brand of wine to create a profit? Surely this is a question that would be obvious right? Perhaps not.
My assignment was to create a concept for a new brand of wine, after being given a back story and a brief I set out to do what I could. First off, I researched the three main points of intrest I had. New Zealand ( The country of origin), Japan ( the country the company wants to market the wine to) and wine in general.
I figured an easy place to start would be to use what I learnt and combine the idea. I created a concept sketch using a couple of main points of interest. Japan and New Zealand have mountains, New Zealand has the southern alps while Japan has hundreds of famous mountains, the most known is arguably Mount Fuji. Both locations have capital cities by the ocean, while the Yin-Yang symbol isn’t inherently Japanese, I chose to use it to represent the harmony of the two locations and to tie together the idea that the wine fits with both.
Once I had my idea, I needed a name. I created a spider diagram for the various name ideas, most of which ether tied into the story we were given with the brief, or the countries involved. I even tested out a little bit of french naming to see how the names would flow. The box highlighted in red was the name I settled on.
My initial sketch idea involved silhouettes of mountains, the ocean, crossed Katana swords and a sun rising behind the mountains to represent two things. Japan, the land of the rising sun and the dawn of a new opportunity. After this I did two things. First, created four similar concept ideas for the logo based off the image I sketched and notes I took for logo ideas. Around the same time as this, I also experimented with various font ideas for the wine.
Sketch and notes.
Logo concept ideas based off initial sketch.
Although I liked the sketch I did for the logo, i wasn’t satisfied with the look or appearance of the logo concepts. One thing did stand out and that was the font on the 4th logo concept. I hadn’t come up with it during the font test but I liked it so much that I chose to stick with it.
For my final logo design I kept the same idea as the other logos, involving all of the same concepts, except after looking at wine labels via google images, I noticed a trend. Most of them were very plain, there wasn’t a lot of design going on. I realised the cartoonish aspect of the logos i’d so far created just didn’t work and I’d ether need something that fit onto a background or would cover the entire image. Another thing I noticed is that most wine labels weren’t the traditional rectangular shape that wrapped around the whole bottle. A large proportion of the labels I was looking at were square in shape and were only stuck on one side of the bottle, otherwise they were rectangular but not horizontally aligned, they were vertically aligned and covered a majority of the body of the bottle, however I much preferred the square labels due to how neatly they fit onto the bottles and the overall aesthetic appeal to the design. Keeping all this in mind, I created this:
The only thing I sacrificed was the Katana swords, which I chose not to add to the logo after deciding all they’d do is clutter up the logo. Originally the font wasn’t bordered in white despite it being so in all of the concept ideas. After discussing it, it was decided that a white border on the font would not only make it look more professional but it would also make the font more noticeable in smaller images.
The Japanese font under the wine name, is Japanese for wine which I discovered after researching the Japanese translation for the word, i chose to add it to further add ties to japan and after looking at Japanese wine labels. I originally planned to have it be read vertically down the bottle in the same way that the Japanese read books, however I chose against it as it didn’t look right with the already horizontal positioning of the wine name. Not only does this chose work well but it allows the label to be understood in the western market and the Japanese market.
After further discussion the idea for a black and white version of the logo was brought up and so, one was born.
Although my favourite is the colour version of the label, its undeniable that the black and white logo has its charms and works just as well, if not better than the colour version.
Once I had my labels, all that was left was to come up with some concepts for what it’d look like. Using images from google, I photo shopped the label onto various wine bottles to see what it would look like and how it would work. I’d done this before with the original logo concept design which is when I realised it wouldn’t work, this is that concept image:
Original wine bottle concept. After I created this I realised that the whole logo concept was terrible as a logo and wouldn’t work, this lead me to scrap it and create the designs for Maori Mist which were posted above.
This was the first attempt using the new logo, I had yet to create the black and white logo concept by this point. After resizing and warping the logo to to the bottle it became apparent that bordering the font in white was a good design choice as it allows the text to be eligible from the background and adds flair to the design without standing out too much. I continued with the trend and came up with more concept ideas.
For this image I chose to create a concept using both the new logos, it was another test to see how the logo would work and if both versions of the logo worked in the same concept.
Finally, I created this:
My finalised concept designs. I wanted to take my own photos of a wine bottle but sadly I didn’t get the opportunity, so I opted for the next best thing. Adding the logo to the bottle wasn’t the tricky part ether, overall I think the hardest part was coming up with a believable logo that didn’t look too fake. It had to have a balance between being authentic and believable which I like to think I created nicely with my design.
Even if the logo doesn’t fit with the classic wine label appearance.