40 W i n e s & V i n e s M AY 2 0 1 4
pletely new design. Clients tend to have
broader brushstrokes of styles that they
may like in regard to a new design,
whereas with a redesign the client tends
to want to maintain a greater number of
defined elements."
Given that the end-goal of any redesign
is to increase profitability, consumer per-
ception is vital. "The consumer is looking
for consistency and authenticity in winery
packaging that not only reflects the price
point but also the brand owners and their
wine's unique personality. Our goal is to
reflect those core characteristics based
upon their target audience," Hanson-
Jerrard said.
Smoothing the process
"Most brand owners have an already set
idea about what they are looking for. We
LaBeL printing suppLiers
Company name phone Website
AAP Creative (888) 655-1114 aapcreative.com
All American Containers – Pacific Coast (707) 544-3496 aacwine.com
Appellation Trading Co. (707) 224-1222 appellationtradingcompany.com
Avery Dennison Label and Packaging
Materials
(800) 944-8511 enhanceyourbrand.com
Baldwin Press LLC (707) 927-1315 baldwinpress.net
Bastos LLC (707) 968-5008 bastosllc.com
Bergin Glass Impressions (707) 224-0111 berginglass.com
Classic Impressions (908) 637-8188 classicimpressionsco.com
Collotype Labels (707) 603-2500 collotype.com
Digital Dogma SLO (805) 439-2651 digitaldogmaslo.com
elite Label by GM Nameplate (408) 761-2142 elitelabel.com
G3 enterprises (800) 321-8747 g3enterprises.com
Global Package LLC (707) 224-5670 globalpackage.net
Label Gallery (607) 334-3244 labelgallery.net
Label Solutions (201) 599-0909 labelsolutions.net
LabelOne Connect Inc. (503) 646-7933 labeloneconnect.com
Labeltronix (800) 429-4321 labeltronix.com
Loggerhead Deco Inc. (630) 206-3747 loggerheaddeco.com
MacDay Label Systems (888) 828-3134 macday.ca
Manter 34 9721 70777 en.manter.es
Markem-Imaje Business Group (770) 421-7700 markem-imaje.us
McDowell Label & Screen Printing (469) 246-2700 mcdowelllabel.com
Monvera Glass Décor (510) 444-9463 monvera.com
Niagara Label Co. Inc. (716) 542-3000 niagaralabel.com
Paragon Label (800) 799-9599 paragonlabel.com
Primera Technology Inc. (763) 475-6676 primeralabel.com
QuickLabel Systems (877) 757-7978 quicklabel.com/wine
Stanpac Inc. (905) 957-3326 stanpacnet.com
Tapp Label Technologies Inc. (707) 252-8300 tapplabel.com
Technicote Inc. (800) 358-4446 technicote.com
Trysk Print Solutions (877) 605-1164 tryskprintsolutions.com
Vintage 99 Label Manufacturing Inc. (925) 294-5270 vintage99.com
WS Packaging Group Inc. (800) 236-3424 wspackaging.com
Watermark Labels (209) 370-1616 watermarklabels.com
For more information about label printing suppliers, see Wines & Vines 2014 Buyer's Guide in print or online at
winesandinesbuyersguide.com.
BUILD AWAReNeSS,
INCITe TRIAL
Wente Vineyards of Livermore,
Calif. (750,000 cases)
C
elebrating its 130th vintage, "We under-
stand the need to maintain a fresh and
relevant brand in the market, said amy
Hoopes, chief marketing officer at Wente Vine-
yards. The winery's most recent redesign
focused on its estate-grown portfolio and also
differentiated tiers with the addition of single-
vineyard designates.
"Our objective was to build awareness and
incite trial through two visual identities that are
easy to remember, immediately recognizable,
differentiated between tiers and aligned with
Wente Vineyards' brand positioning," Hoopes
said. CF Napa, with whom the winery had a previ-
ous working relationship, created the designs.
As determined in the original brief, the new
design included bottles and capsules. The proj-
ect, to be released this spring, took nearly a
year to develop and produce. "Distributors and
retailers are excited," Hoopes said.
During a redesign, she said, "It's important
to set a strong vision and strategy that serve as
guiding principles throughout the process." i
Wente Vineyards' redesigned label
(bottom) differentiates tiers with vineyard-
designated wines.
C O V E R S T O R Y
