Issue link: http://winesandvines.uberflip.com/i/1031957
October 2018 WINES&VINES 31 PACKAGING Jancis, and "Totally repugnant!" opined Robert. I'm not sure how many converts we made to the Freisa cause with this label, but I have to imagine that somebody out there saw this label and smiled. Obviously, not all of the wine labels we've done over the years have been played for laughs. We do, after all, attempt to make some reason- ably serious wines from time to time. It is my belief that sometimes labels just try too hard — that's certainly been the case with some of ours — and of course that is the very last thing you want to convey to your customer; you don't want them to ever see you sweat. For wine bottles are magical vessels assembled by magical elves who toil joyfully without com- plaint for the benefit of the discriminating, gentle consumer. But it is important to remem- ber that creating a memorable and successful package is a collaborative process between the label designer and the consumer. I believe that a perfect label leads the consumer three-quar- ters of the way, but also allows enough room for the individual to make that last final leap themselves and, at least for a moment or two, invest a little skin in the game through the en- gagement of their imagination. dellatoffola.us 975 Corporate Center Parkway, Ste 130 Santa Rosa, CA 95407 - USA Phone: (707) 544-5300 | Fax: (707) 837-8742 Email: dtgroup@dellatoffola.us We Build The Tools You Craft the Wine Crushing • Pressing • Flotation Filtration • Bottling • Packaging Figure 4 "La Violetta," part of the "Il Circo" series of Italian wines; label designed by Bascove. Figure 5: Freisa label, designed by Gary Taxali referencing Robinson and Parker critiques.