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W i n e s & V i n e s M AY 2 0 1 4 47 clients seek us out early in the process to leverage our knowledge of the wine mar- ket worldwide. We work through their brand positioning, brand essence and story before moving into design." This brings a stronger point of reference to the new design. Redesigning presents numerous options and decisions: "Introducing a revitalized package design is a wonderful time to review bottle shape, weight, etc.; cost implications of cold-glue labels vs. pres- sure sensitive; various cork and closure types," Schuemann said. "For instance, if a brand is trying to increase its price point—or perceived price point—moving to a more premium- looking tapered bottle might be an opportunity." Create a design brief Both parties must stay on the same page with a design brief. Hanson-Jerrard shared a design brief for the Michael Mondavi Family winery, which sought to create a two-wine tier, expanding its Emblem brand with a Napa Valley desig- nate Cabernet Sauvignon and a single- vineyard Cabernet Sauvignon from Oso Vineyard. The wines were to retail for $35 and $60, respectively. "The goal was to develop design and packaging that: i Ensures that each individual wine projects its own unique character while maintaining an Emblem family feel. i Elevates the individual wine's percep- tion in the eyes of the consumer to reflect the wine's style and unique vineyard sourcing. DON'T CHASe TReNDS J. Pedroncelli Winery of Geyser- ville, Calif. (50,000 cases) T his venerable winery, founded in 1927, went on a search for new markets and increased brand awareness. It wanted a "classically contemporary" design. The family winery's marketing team, headed by marketing VP Julie pedroncelli st. John, led the transi- tion, supported by the winery principals. After studying proposals submitted by designers, they chose to work with the Auston Design Group in emeryville, Calif., which they felt was best able to communicate their new message and concept. The new concept is similar in style to labels dating back to the 1950s, but with an entirely new design that maintains the brand's singu- lar aspects. The new packaging includes a different bottle color from encore Glass to complement the new label design (printed by TAPP), freshly branded cork, tin capsules (Ramondin) and polylam (Maverick), Stelvin screwcaps (Amcor) and case box artwork, according to St. John. The entire redesign took about 11 months to complete. With a smooth transition throughout produc- tion and bottling, "We've had no problems with recognition," St. John said. "Our distributors and retailers are very positive about the changes." even with almost a year to launch the package, when at times old and new design were simultaneously side-by-side, "No one expressed a desire to go back to the old design." St. John added, "We recommend that when there are requests to change the package, lis- ten, weigh the validity of the request and pro- ceed with caution. Do not chase current packaging trends." i C O V E R S T O R Y