The label should be a window to the wine in the bottle. It should communicate the experience the wine will deliver. The artwork sets the mood. It creates anticipation. The right design enhances the enjoyment of wine because sensory parameters have already been set.
As a designer, the process is reversed for me. Tasting the wine is the inspiration for the creative concept. The aromas and flavours, body and structure all influence direction. I taste all the wines I review to compare the expression of the wine to the label on the bottle.
The watercolour illustration on the label of Pencarrow Sauvignon Blanc is strikingly dramatic. It is framed by the profile of a woman’s head. Under dark storm clouds, there is a lighthouse that shines desperately in the middle distance. It creates just enough light to highlight two seagulls in flight. A quarter moon barely pierces the night sky. In the foreground we encounter the woman again. This time in full figure, again in profile but facing the opposite direction. She may be holding a lantern but it is unlit. Her story is yours to author. But the mood is set.
Imagine then the shock of tasting one of the brightest, most vibrant white wines I have ever drunk. It explodes with fragrant tropical fruit and zesty intensity. Very refreshing. The label provided no clues for this discovery.
The back label doesn’t provide any information that isn’t required. If there was anything to discover about this wine it would require research. Pencarrow is a second label for Palliser Estate. The Palliser logo tops the cap. In addition to the Sauvignon Blanc there is a Chardonnay and Pinot Noir in this line. They all share the same artwork. None of those varietals are particularly dark and brooding so I remain perplexed about this choice of illustration.
The Pencarrow branding itself isn’t strong. Although the typeface has some quirks, the typography is just basic. It might be stronger in reverse. The illustration panel is extended beyond the type fields above and below it. I’d like to see those fields in black.
Despite the inconsistency between packaging and product, the Pencarrow label still does its job. It attracts attention. The art is expressive. Anyone who purchases this wine is in for a pleasant surprise. They’ll buy it again.
Should the label represent the wine? If you were shopping for New Zealand Sauvignon Blanc, would you choose this one? Let me know in the comments below.
