Strong, creative typography is rarely used in wine label design. That’s unfortunate because it can be very powerful if done well.
Drama Dark Blend branding is daringly risky and depends entirely on type. There isn’t even a label. The type is printed directly on the bottle. The most dramatic aspect of the identity is that it is almost impossible to read. The primary branding overlaps the letters of the word DRAMA in three colours. Without apparent reason, a red D overlaps a gold R which overlaps a red M. The vowels, in white, overlap all. It’s a curious arrangement. I assume this was the result of much experimentation.
Even in its minimalism, this is a bold design. Readable or not, the modern serif typeface is well-chosen. If this gutsy expression disappoints it is in the subtext. DRAMA DARK Blend is spelled out with regular letter-spacing below the main title. Why solve the puzzle of the jumbled letters on the front of the bottle. On its own it invites exploration. “What is that?” Make the observer pick up the bottle!
The back label is anticlimactic. The usual origin information plus details of the vineyards and grape selection. This might be smart. If a knowledgeable wine consumer was apprehensive about the design-forward packaging, these details might enhance their perception of the wine.
You would expect a wine named Drama to explode with character. A “Dark”, brooding expression of fruit and heft. The reviews are in. The trailers promise more than the movie delivers. Don’t get me wrong. It’s a well-made wine. Suckling gave it 92 points. But it is medium-bodied and very smooth. Hardly dramatic.
What would you anticipate from a wine with this moniker and packaging? Does it punch your ticket? Let me know in the comments below.
