Wine packaging is a field of design that brings out the best and worst in designers.
Wine packaging exists in an incredibly cluttered world where success demands a critical need for disruptive identity and brand engagement.
At its best this need inspires design that is simultaneously stunningly creative and powerfully connects brands and consumers.
At its worst (and this happens all too often) it becomes an exercise in creativity aimed more at winning awards for the designer, or admiration from peers, than in performance on-shelf. In effect it is treated as pretty pictures instead of brand building.
Good wine packaging is no different to any other form of packaging. Yes, it has its design framework and category requirements. But at its core it must still be disruptive or it won’t be noticed amid the noise; and engaging to create an emotional connection.
If you walk into an off or on-premise outlet and can’t pick your bottle immediately and don’t get a clear sense of what it stands for… then don’t expect consumers to either.