Issue link: http://winesandvines.uberflip.com/i/144804
CLOSURES Something for everyone With the evolution of closures, aesthetic decisions are perhaps even more important. We asked the designers to pick their favorite medium strictly from an aesthetic/marketing standpoint. When price is no object, traditional tin capsules are the clear favorite of more than 70% of respondents. Polylaminate capsules garnered 14% of the votes, with aluminum capsules and screwcaps each the preference of 7%. Carson commented, "Polylam is great for the experienced wine drinker who has a cutter nearby. Personally, I have always loved the look of a wax-dipped bottle." Achieving the look of wax dipping no longer requires actual wax. "No-Chip Dip" is a durable synthetic substitute. Available in a rainbow of colors (Etched Images in Napa is a distributor), it's melted in a slow cooker and applied by hand to individual bottles, so it's not recommended for mass bottling runs. Choosing the capsule/closure is not your final decision, however. From the design/ marketing point of view, 31% of designers called "color" the most important aspect; 69% called for "décor: logos, design and brand identification" to be included on this diminutive slice of pricey real estate. None considered the feel of a capsule or embossed cap—nor ease of removal—to be the most vital consideration. Auston elaborated: "All of the above, in any number of combinations. The most important aspect is that it works with the overall look and feel of the package. Each package design is unique and has its own set of goals and requirements. The capsule does not stand alone. It must work in harmony with the label design to reinforce and accentuate each particular wine's unique brand message." Moon prefers tin capsules, the most expensive material: "It delivers the best results and reflects the right image of quality wines." But screwcaps also have earned his approval. He considers color the most vital element. "Design continuity describes how different graphic elements need to work together on a package. The capsule could and should tie the package together," he said. Olsen, too, opts for tin when financially feasible: "It just goes on so much better and is more forgiving when things are a little off, so the package always looks better in the end. Polylam and aluminum Ramondin, a long-time leader in tin capsules, shows its current range including highly decorated aluminum, screwcap and tin products. come in a close second." She also considers color the most important design element: "Frequently, it's a special color I want to complement the label design." Parham Design in Napa is relatively new to the field, and Sharon Parham freely admits, "I'm still learning." Her clients own small, high-end wineries. One challenge she, too, has encountered is obtaining an exact color match for capsules and labels. She resolves this by working closely with local capsule suppliers. "Sometimes you'll need a double hit (of color) or spot varnish" to achieve perfection. Sterling agreed on this point: "It's an ongoing struggle trying to match specific www.walterjelly.com 608.831.1405 Monthly analysis on: whj wine print.indd 1 2/6/13 5:59:47 PM Think it's only what's inside that matters? Think again. Award-Winning Package Design • Branding & Marketing • Label Design u Flash site wine sales u Direct-to-Consumer channel u Off-premise wine sales u Winery job index WinesVinesDATA • Custom Capsule Design • Rack Cards • Point of Sale www.by-moonlight.com • bymoonlight@earthlink.net • 540.272.1416 52 W in e s & V i ne s AU G U ST 20 13 W W W. W I N E S A N D V I N E S . C O M