Characters on wine labels are a great way to attract attention. They are also memorable. It’s what I often refer to as “the one with” factor. If someone enjoys a wine with this benefit they will remember “the one with…” when searching for it or requesting help to find it.
Figures in silhouette make recall especially easy. The simplicity of shape allows the brain to process the image quickly. Such is the case with Circum Montepulciano d’Abruzzo.
I’m not sure but based on the name, I think the woman figure on this label is some kind of circus performer. Possibly a high-wire artist if the umbrella she holds aloft is for balance. She could also be a dancer. Her gold on navy star-spangled costume and feathered headpiece suggest an entertainer of some kind.
Art is subjective. People see what their life experiences have taught them to expect. It doesn’t matter what this figure represents. Only that it engages the viewer.
The typography on this label is interesting. Circum, set in a playful typeface of mixed upper and lower case letters is embossed in gold foil and runs vertically from the woman’s extended left hand. A counterbalance to the umbrella? Montepulciano d’Abruzzo in a bold san serif provides contrast and a strong base for the figure.
The wine is a big surprise. Deep in colour and rich in dark fruit flavours, it dances on the palate with unexpected vibrancy. Priced modestly above its value-driven competitors, it outperforms even more expensive wines in its category.
Wine packaging offers opportunities beyond the label. Here, I would like to have seen the star pattern repeated on the capsule. The wine deserves star treatment.
