Issue link: http://winesandvines.uberflip.com/i/172581
PACKAGING each has its benefits. Collaborate with your printers to get the right process, or combination of processes." Hamilton-Edwards described current options for standout labels such as embossing or debossing to create 3D effects with a premium look. "Remember to leave enough space between the letters for embossed printing," she said. Die cutting produces unusual shapes for labels, or transparent windows where the wine peeks through. Foils provide metallic highlights; holographic patterns are alluring to the eye and still rare. Varnish can provide protection or draw attention with spot varnish, matte or gloss. "We now can do all the technology in one pass" rather than multiple printing passes, Hamilton-Edwards said. "You don't need to use all of them, though." Label-on-label or peel-away label addons can suggest action, food pairing or offer promotion codes. (See the related article by Hamilton-Edwards on page 38). Forty-nine percent of millennials will scan a QR code if they see one. Hamilton-Edwards cautioned, however, "If you decide to use QR coding on your labels, make sure you have the resources to support it. It provides an immediate payoff.…Make sure to mobilize your landing page; make it valuable." Most commonly seen on back labels, QR codes can be used as an integral part of the package design. VIEW VIDEO: Watch these wine industry and design professionals share the best and worst of wine packaging. To access, scan this mobile barcode with your phone. Or see the digital edition at winesandvines.com. toni hamiltonedwards: "If you decide to use QR coding on your labels, make sure you have the resources to support it." upgrade wet-strength face stocks suited for white wines and sparkling bottles; adhesives for removable labels and special PS materials providing the security of tamper evidence. Avery Dennison's Aquastick range is especially adapted for application on chilled bottles of sparkling wines. PS labels are, Rampala said, "easy to set up and maintain on the bottling line; more user friendly to bottling line operators." Some PS labels are now mounted on PET liner rolls, arguably more sustainable than traditional paper rolls because of reduced greenhouse gas emissions, water use, waste footprint and use of trees in their production, Rampala said. On the other hand, one of the freshest ideas from Avery Dennison is a label faced with genuine wood veneers instead of paper. Thin layers of birch and cherry wood, uniquely grained, add a novel look and texture. The labels can be stained or charred, and can be top-coated for compatibility with flexo- or digital printing processes. Word from a winery PS: Stuck on your bottle Label stocks aren't just paper anymore. Matt Rampala, wine and spirits business development manager for Avery Dennison Label & Packaging Materials, North America, described recent advances in pressure-sensitive (PS) labels offering ease of application and countless design opportunities for wineries. PS labels, he explained, are "material sandwiches assembled of the face stock, a self-contained glue adhesive and a liner to protect the individual labels on their rolls." Their advantages: shelf appeal and impact, serving as a canvas for visual effects; textured papers to provide distinct visual, tactile and sensory effects; subsurface printing for striking "no label" designs and varied label shapes. Label manufacturers continue to catherine Didulka: "The role of design in business is to address the needs of consumers and visually express the values and beliefs of the business." Catherine Didulka, director of creative services for Constellation Brands Canada, stated, "Labels play a critical role in the success of a wine product. How does your label break through? Knowing the process can help to give your label confidence. "Color, texture, brand and shape are significant elements to make the connection harmonious and deliver the right information." For Constellation, and wineries of any size, collaboration and planning are essential. "Design is not a mysterious ritual," Didulka said. "It means the structure and organization of visual information to aid in communication and orientation using words, symbols and images. "The role of design in business is to address the needs of consumers and visually express the values and beliefs of the business." Didulka recommended starting the process with a brief defining the project's parameters and scope and the story behind the label. This collaborative effort between the brand owner and the design team will build a solid foundation. This should include, among other things, a category review of comparably priced brands, definition of the audience, reflection of the company's portfolio, philosophy, values and business objectives. Thin layers of birch and cherry wood can be stained and used as facestock for wine labels. After the brief is finalized and approved, she said, the design process continues in four key stages: 1 Concept presentation: Make sure the concept answers the brief. Make sure it delivers. This can be costly, requiring clarity and buy in from all parties. 2 Preproduction meeting: A must, involving the printer, design team and owners. Review the file, make sure the design aligns with the printer's capabilities. "Test it, or it will cost more." 3 Design requirements: Check them all. Test the drawdowns; test the labels before running the labels. "Foil and varnishes will not be replicated" in this step. 4 Press approval of the final label: Your last chance to make slight adjustments. "Invest in time," Dudulka recommended. "A clearly defined process is integral to success." Win es & Vin es O C TO b er 20 13 43