Package design: wine label/bottle
Labels are one medium by which a company communicates product information and image to the purchaser. Companies know the importance of this 'last chance' to make a sale. This is the actual buying decision - when the consumer reaches for a specific product to put in the shopping cart or basket. Some of these decisions are pre-meditated, others are impulsive depending on a variety of factors at the site of the purchase - the label/packaging, price, need, desire, etc. Therefore, it is important for retail labels to attract attention, communicate a positive image, be appropriate to the contents inside, provide information to help the purchaser make an informed decision. and encourage the desired attitude in the consumer's mind.
Woodbridge wines ( is currently unhappy with the sales and stagnant growth in the marketplace. They are willing to invest in a new look for their line of wines, including labels, bottles, closures, and add-ons. They have hired you to develop and propose a complete rebranding of Woodbridge wines. Your presentation, however, will concentrate on 2 labels in the Woodbridge line: a white and a red (varietals of your choosing).

Items to research
• History, philosophy, and product line of Woodbridge wines.
• The impact of package design on perception and sales.
• Different bottle shapes for different varietals of wine.
• The variety of existing labels and packages in liquor stores.
• Criteria consumers consider when making a wine purchase decision.
• Manufacturing and production methods of bottles, labels, and packaging.
Legal requirements
Label requirements

Project issues
• Concept, theme, and overall image.
• Continuity among varieties of Woodbridge: individual labels or unified as a group.
• Emphasis and visual dominance of Robert Mondavi or RM.
• Inclusion, placement, and manipulation of the RM bullet mark.
• Visual hierarchy of information: importance and eye flow.
• Attention to detail in production and comp/model presentations.
• Legibility, readability, and comprehension.
• Type used/rendered and manipulated.
• Image (photograph or illustration) style and attitude.
• Colors and how they respect/enhance the wine, cap, and glass colors.
• Rationale of each design decision.

Comp: one board with samples of at least 2 complete labels in the Woodbridge line; samples in actual size and in color.
Model: complete, literal, actual finishes and materials for at least 2 varietals - one white and one red.

• Assessment: thorough well-written project assessment.
• Research, thorough and inclusive: the company, wine stores, sales staff, and consumers.
• Concepts and themes: original and appropriate.
• Thumbnails and rough sketches: evidence of through exploration of ideas and production methods.
• Comps and models: well executed and accurate.
• Presentation: rehearsed, smooth, positive, and persuasive.
• All deadlines met.

• Practice conducting efficient and thorough research.
• Develop skills in assessment and critical thinking.
• Become familiar with the diversity of retail labels.
• Build professional quality comps and models.
• Practice making persuasive oral presentations of your work.
• Shoot professional quality photographs of work for portfolio presentation.