Graphic design and advertising
From an article in the Toronto Star. “This year again, the label on the Negrar Novello from Italy features a lion design by Toronto designer Daryl Woods.” The article also appeared in the newspaper edition.
One of the best marketing books I’ve read in recent years is Punk Marketing by Richard Laermer and Mark Simmons. It has nothing to do with raucous music and safety pins. The book focuses on alternative approaches to connecting with consumers. Stuff that takes guts to do. (disclosure) The book mentions the original getmoredone.com website I did but that was a shock to me.
Novello del Veneto is an Italian wine released annually along side French Beaujolais Nouveau. It’s a flash in the market expected to sell out in about six weeks. To me that’s an opportunity to continue reading…
Novello del Veneto from Cantina di Negrar is a Vino Novello style wine – the Italian version of Beaujolais Nouveau. It was introduced at the LCBO in Ontario, Canada in 1999 with a label I designed featuring the Lion of San Marco, a symbol of power and prosperity in the Veneto region. Each year since, the wine has been released with packaging emblazoned with a new image of the lion. The designs often draw comments in the media and 3 are featured in the book Exploring Package Design. This year I created a complete archive in the Novello del Veneto Facebook group. You’re welcome to join.
The 2010 design is number 12 in the series. This design celebrates
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It’s usually the last thing considered when developing the design for a new package. Yet regardless of what the product is, this element must be included every time. I’m talking about the bar code – that rectangular, banal block of black stripes that imposes itself on every item for sale. It’s esthetic relationship with the rest of the package is irrelevant. The bar code flaunts its terms of requirement and claims its territory. Take heed of its cushion of quiet space. The designer has but one element of control
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The third Thursday of November marks the release of the new, nouveau, novello wines. These are the first wines of the harvest, transformed in mere weeks from grapes on the vine to wine in the bottle. They are intended to be consumed within weeks of realease. Most well-known are the Beaujolais Nouveau from France. The Italian version is Vino Novello.
What style of wine label – traditional or modern – is best? There is no absolute answer but there are many other complex questions to ask before making any decisions.
The traditional label often features a sketch of a chateau or vineyard, the name of the winery and a plethora of information about the wine. It may also display historical references from the winery’s heritage such as a crest or coat of arms. Many people respond to this style because they associate quality with tradition and they want that experience to be conveyed on the label.
