It’s a very pretty label. Is the beauty only as deep as ink on paper or is there meaning beyond the aesthetics? It turns out, yes! From the back label, “Ástica means «place full of trees» in Aboriginal language. It’s the exact description of the natural beauty in Valle Fértil and its vegetation, inviting us all to enjoy life and nature. This wine is a demonstration of gratitude to our fertile soils.” That’s a perfect, authentic, and relevant expression of the design concept.
The engagement established by the label and description are enough to sell this wine. Be that as it may, I find myself questioning a few design decisions. The typeface for Astica. Why so bold and generic? It doesn’t suit the natural elements of the painting. The capsule. Why choose silver when gold is used on the label? A gold capsule would tie in much better. Especially for a Chardonnay-Chenin blend. Finally, the typography at the bottom of the label. It doesn’t carry the elegance of the artwork above it.
Typography is extremely important in design. For a brand or product name, I typically review up to 2,000 typefaces. Type has character and personality. Exploration is essential to making the right choices.
As for this wine and packaging, the design issues are unlikely to harm sales. Especially when it retails for under $10. As appealing as the packaging is, it still has a mass market look. But combine the lovely label, story, and price, it’s a hard wine to resist. It’s also one that over-delivers on taste and value. The wine is dry, full-bodied, fruity, and food-friendly. A great match for a creamy pasta dish on a Tuesday evening.
Would you notice the issues I mentioned? Let me know in the comments below.
