Wines & Vines

CLOSURES Secrets of Designer Capsules Packaging experts share tips to help put your brand on top By Jane Firstenfeld D espite the introduction and growing acceptance of alternative wine packaging during the past decade, most consumers still buy their wine in glass bottles. Bottles require closures—either screwcaps or natural/ synthetic corks—and these provide an underutilized packaging opportunity/challenge for those charged with their design. Wine packaging specialists have the opportunity to work with numerous brands, different styles, target markets, budgets and price points. Even the largest multi-brand, multi-million-case producers routinely retain independent packaging designers for this crucial element in their marketing strategy. This spring, we surveyed packaging designers from the Wines & Vines 2013 Directory & Buyer's Guide about their practices and preferences when it comes to closures and capsules. Our questions focused on the aesthetic choices (not the technical considerations) designers and their clients weigh when choosing closures. Even tiny start-up wineries that cannot yet afford professional design services will benefit from these experts' diverse experiences, good and bad. "Remember that the capsules and closures are just as much a part of your brand experience as the bottle itself," said Kristina Carson at PUSH Branding of Urbandale, Iowa. "The closure or capsule is an important component of the package design: the finishing touch," according to Patti Britton at Britton Design in Sonoma, Calif. "Label graphic elements added to the capsule/wine closure strengthen and reaffirm the brand." How much influence do designers have? Q As a designer of wine packaging, how much influence to you feel you have in a client's choice of closures and/or capsules? 33% A great deal: My clients want my input. 50% Some: My clients know what closure they want, but want design advice. 17% A little: My clients know what they want/ just want help with the final design. 0% None: They've got their minds made up. We asked: "How much influence do you have in a client's choice of closures/ capsules?" Thirty-three percent of reof how successfully design is translated spondents answered: "A great deal: My from concept to printed, stamped and clients want my input." An even 50% embossed completion." of respondents said, "Some: My clients Jim Moon at Jim Moon Designs in Mill know what closure they want, but want Valley, Calif., described his mandate: "My design advice." job as I see it is to offer advice on what Tony Auston, principal of Auston my clients might expect in the way of Design in Emeryville, Calif., explained. "We don't design wine labels: We design wine packaging. A capsule is an integral part of a wine package design—typically an accent to the label, not the main focal • crewcaps can provide branding platforms similar S point, but no less important. to traditional capsules and the corks they protect. I often equate it with fashion accessories. They are meant • ackaging designers take advantage of advances in P to accompany the outfit, not overshadow it." materials and processes to maximize these brandEd Penniman of Penniman ing opportunities. Design in Capitola, Calif., near Santa Cruz, started working • lanning and testing ahead are crucial for capitalP in wine package design in San izing on closure treatments. Francisco, Calif., in 1969. "The winery knows what • ven the largest corporate winemaking companies E type of closure is appropriate utilize independent designers; even the smallest for the market. I assist with can benefit from their advice. reviewing samples from vendors for quality in terms Highlights Jim Moon's capsule designs cleverly reinforce memorable label messages. 46 W in es & V i ne s AU G U ST 20 13

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