As a designer, I often look at interesting wine labels and imagine the direction and process. What message did the client seek to communicate? What exploration ensued by the designer to articulate that vision?
This white wine is part of the Art of Blending series from Magnotta that also includes a red, and a sparkling wine. The emphasis is clearly on the blending aspect of creating these wines. Each is crafted from a selection of grape varietals that can be sourced from multiple properties owned by the winery. Choosing the grapes and determining the blend is truly an art.
So, we have our direction. Create a label that expresses the Art of Blending. In this concept, the designer has chosen to base the design on the brand initial M. The M is composed of strokes consisting of 12 lines each. The primary M is in gold. Behind it, it appears there are two additional blue Ms shifted left and right. The label background is violet as can be seen in the solid marquis space at the bottom of the label. A closer examination of the M designs reveals a far more complicated construction than described above. There are two shades each of gold and blue. Sets of lines are interrupted by other sets in other colours, stopping or starting on the diagonal bias of the M strokes. The result of all this linear interplay is a complex blend of colours. Aha!
If there is an element of the front label that could have been stronger it is the expression of the wine name. Stretched across the label from one side to the other, ART OF BLENDING WHITE/2018 diminishes what the M design achieves. The word ART, which should be prominent, is lost to the curve of the bottle. The wine is obviously white. The vintage isn’t critical. Both pieces of information are found on the back label and needn’t take up valuable space on the front.
Speaking of the back label there are a few interesting things to observe. Unfortunately, some of the information is difficult to read in black text on the violet background. What is established on a map are the locations of the winery’s five vineyards in Ontario’s Niagara region. Wine blends are often sourced from multiple properties so it makes sense to illustrate that point. There’s a surprise at the bottom of the label. Sales of the wine support the winery’s foundation for Lyme disease research at an Ontario university.
As I take a last glance at this label I notice something else for the first time. The letter A. It is composed of the blue diagonal lines in the middle of the label. It has no crossbar. Is it intended to be an A? Do you see it? Let me know in the comments below.
