By: Kim Ratcliffe
Printex19 is the leading show for print, sign, display, label and packaging professionals and this year I was privileged to be a guest speaker to present my inside knowledge on wine label trends and the importance of end-to-end design.
I shared my insights on design trends, and dived into the specifics on how wine label design is only one piece of the puzzle. Good quality paper, print techniques and the correct application of embellishments can enhance the consumer experience by creating an emotional connection that is driven by tactile design. Heightening these elements can elevate a wine’s characteristics or aid in reinforcing the brand’s story. These features work twofold to increase the saleability of the product in the first instance, as well as to keep consumers engaged and coming back for more.
I was pleased to have such an outstanding turn-out to my presentation and it was an excellent opportunity to impart my knowledge on how to leave behind the world of mass produced, inferior wine and position your brand as a quality, high end product worthy of selection.
The show featured over 120 exhibitors as well as keynotes, masterclasses, panel sessions and workshops, and through this packed schedule I was able to absorb invaluable information from other leading industry experts to further drive our own innovation as well.
With a wealth of experience both nationally and internationally, if you’d like me to be part of your next event, please drop me a line.
This year John’s annual trip to Prowein will continue. With him spending the full three days researching the market and looking for new innovative ways to design and produce effective wine labels. John will aslo be meeting with new and existing clients.
John has finally put his feet back on solid ground after a month long trip that saw him take in the London International Wine Fair, whisky tastings in Scotland, travelling around Italy, meeting vineyard owners, visiting wineries and trying good Italian restaurants.
First stop was 3 days at the London International Wine Fair (LIWF) for meetings with prospective clients, as well as with some of John Jewell Design’s (JJD) existing client base.
“we flew all the way to London and met with some of our clients based in Rutherglen, Griffith and Mildura. The saying ‘it’s a small world’ is definitely apt these days”.
John’s impressions of the fair:
“there was a more positive mood this year and it was great to meet with some of the big distributors involved. Italy had a massive presence and it was interesting to note their marked design shift to more new world style designs. It was also fascinating to see that in general, the idea of driving brands around ‘place’ is well and truly entrenched.”
From LIWF it was onto Scotland with the highlight being two days of tastings at Speyside malt whisky distilleries doing research for a branding and procurement project currently being undertaken by JJD for a USA Client.
Following an overnight stopover in Rome, two weeks at the JJD office just outside Bari, and travelling throughout the Puglia region in Southern Italy, John finished his journey by headed to Cantina Tollo in Abruzzo for an outstanding wine tasting that included their internationally award winning Chardonnay. “Sensational!”