Crafting Narratives That Speak To Us: Wines And Their Labels
Marketing professionals often consider packaging to be a product’s primary means of communication. It communicates explicit and implicit messages to the consumer, particularly through its visual aspect.
Behind labels’ designs, brand storytellings.
In the wine sector, the importance of packaging is all the greater as marketers generally make little use of such media as TV, radio and billboards, either because of legal constraints or budget limitations. Thus if wine brands want to signify their differences and tell a story, be it real or fictional, about their product, they do so primarily through label design.
The semiotician François Bobrie analysed the Wine Spectator’s Top 100 over five years and identified two broad categories of labels that tell different types of stories. The firs...