In package design, different is good. Different gets you noticed. Different just might lead to a purchase. The label for Arché Fiano is different in many ways. Good ways.
There’s lots of colour here. A series of circles, in a variety of hues and pattern combinations, float around the wine name and varietal. You can imagine them in motion as if in a video game. The background contrasts in soft blues and the texture of a plastered wall. The blue feels well chilled and inviting for summer sipping.
ARCHÉ, set in bold sans serif caps with a white inline commands attention to its name. Fiano, in a light serif typeface, is a nice contrast and the scale of both works well.
The powder blue capsule is distinctive and perfectly appeals to summer sensitivity. It is a perfect shade. No branding or design. Just a solid delightful colour. It picks up the blues of the label but makes its own contribution to a seductive package.
The back label is nothing special. There’s a lot of required information to include. The tasting notes set in tightly spaced serif italics are a bit difficult to read. Too much to say in too little space. Especially in two languages. At least the blue background gets repeated.
Though not well known, Fiano is typical of Italian white wines. Fresh, floral and lively are words they’ve used to describe it. A vibe nicely characterized by the packaging.
Above all, the package design for Arché achieves its purpose—getting attention. In a sea of sameness, Arché is different.
What about you? Does this packaging catch your eye?
