Have you ever walked into a store to buy a product you purchase regularly and can’t find it? You know it well. You know where to look for it. It’s just not there. Or is it?
This is often the conundrum consumers face when a product updates its packaging. Sometimes this is done with barely noticeable tweaks. Occasionally it can be a complete makeover. Such is the case with Gatão Vinho Verde.
The new label is a significant departure from the previous one. Although it maintains its namesake cat in a similar pose, the style of artwork and label design are completely different. In the original, the teal-tinted cat sits atop an orange nameplate. It is cropped to the shape of the cat. This made it unique in comparison to the typical rectangular label. Yet this uniqueness is what’s been discarded in the update.
The new rectangular label features the cat in a similar pose to the original but in a very different style of illustration. The singular hues have been replaced by a patchwork of flat colours flanked by a soft blue background. The lower third of the label is white. The product name in bold black sans serif is also in strong contrast to the serif face of the previous branding.
The back label is well organized. Notes about the wine, food pairing and storage are highlighted with graphic symbols. The tiny type illustrates the challenge of presenting information in two languages.
It’s important when a product is updated to reassure the consumer that quality has been maintained. The front label reminds us that this wine has been around since 1905. Over a hundred years of history makes a strong statement. It also expresses confidence that the cat has many lives yet to live. The confusion will be overcome.
Would this update confound you? Is it an improvement? Let me know in the comments below.
