recommendations of an award-winning wine label designer

Women are more likely to choose wine with feminine labels. A study conducted by Washington State University found that women are more inclined to purchase wine featuring labels with feminine cues. This effect was stronger for participants who identified more with other women, a phenomenon known as "in-group identification."

Furthermore, a feminine label influenced their expectations of enjoying the wine more. With women representing over half of all wine consumers, the male-dominated winemaking industry should take note of the perceptions of this often-overlooked demographic. Your preferences and choices can shape the industry. To appeal to a broader audience, winemakers should pay as much attention to the label's design as they do to the quality of the wine inside the bottle.

Our founder, Senay Ozdemir, consulted our award-winning graphic designer, Jodie Newman, to understand the essence of a remarkable wine label. Here are her inspiring recommendations.

Essential Information on a Wine Label

From a legal perspective in the UK, all wine labels must include the brand name, country of origin, region, and varietal. From a design perspective, it’s important to consider how customers shop for wine and what information they value. Trends can also influence labels; for instance, with sustainability being a significant purchase motivator, if your wine is organic and supports environmental efforts, it's essential to highlight this prominently on the front label. For premium or vintage wines, including the vintage year and alcohol by volume (ABV) on the front label enhances transparency and credibility.

The Popularity of Green on Wine Labels

Green is a popular color for wine labels because it is strongly associated with nature and sustainability. This makes it an ideal choice for wineries that emphasize organic, biodynamic, or eco-friendly practices. Color plays a critical role in label design, helping to communicate the style and flavor profile of the wine. For example, darker greens suggest luxury and depth, while lighter greens convey freshness and vibrancy, often seen on labels for Sauvignon Blanc, Pinot Grigio, and Grüner Veltliner.

What a Wine Label Conveys

Practically speaking, a wine label provides essential information about the wine's origin, style, and quality. However, for many consumers, it serves as more than just a source of information; it acts as a mini canvas for storytelling—a reflection of personality that creates a lasting connection with the consumer.

Key Elements of an Effective Wine Label

The qualities that contribute to a good label are subjective. Some may argue that legibility and readability are paramount, while others may prioritize a prominent logo or winery name for better recognition. Some people are attracted to playful, bold labels, while others prefer classic, heritage designs. This diversity in tastes is part of the beauty of wine and design—no two projects or labels are ever the same!

Labeling Preferences Across Countries

Having designed for UK wine producers, I've noticed distinct preferences among various countries. In the UK, there is a growing appreciation for modern, clean designs with clear typography, though some natural wine labels can be quite adventurous! Tradition still holds significant weight in Europe, especially in countries like France, Italy, and Spain, where labels often reflect a rich winemaking history and emphasize elegance. In the United States, label designs are more varied, influenced by regional markets. There is notable freedom for playful, creative designs, particularly in California’s experimental boutique wine scene, such as those from tankgaragewinery.com. When it comes to Hungarian wines, there is a strong cultural attachment to the country’s wine history, particularly brands like Tokaji. Labels often feature traditional typography styles. In my work with Törley, Hungary's leading sparkling wine producer, we drew inspiration from their extensive vintage label collection to ensure brand consistency while maintaining a premium design. It's also crucial to consider that the visual language of wine labels can vary depending on where the wine is sold.

Differences in Preferences Between Genders

There are often differences in labeling preferences between men and women. Research suggests that women typically favor elegant and clean wine labels. They are often drawn to soft color palettes, such as those seen on Whispering Angel Provence rosé, and they appreciate labels that tell a story about the vineyard and winemaker. Conversely, men generally gravitate towards bolder designs featuring darker colors and stronger typography, often appreciating labels that evoke tradition and craftsmanship—like those from 19 Crimes. While these trends exist, the distinctions are often fluid. People of all genders can enjoy a wide variety of wine styles and labeling approaches. Ultimately, the most critical factor in label design is how well it resonates with the target audience, regardless of gender.

Successful Label Designs

Identifying the most successful label design is challenging! Recently, I had the pleasure of collaborating with Ingrid Dunleavy on her "music and wine" pairings label. This project featured beautiful portraits of local Bristolian musicians, and each label included a QR code that allowed consumers to enjoy the music of the respective musician while tasting the wine. This range of labels was awarded Gold in the "Harpers Design Awards" last year and was a wonderfully immersive project. Another memorable design is a collaboration from 2020 with the South African Rhino charity "Care for Wild." We commissioned stunning artwork that resonated deeply with our mission.