The corkscrew is such a ubiquitous symbol in the wine world that it has become a cliche in wine marketing. It is overused and rarely well implemented. Often by designers with limited industry knowledge or experience who reach for the low-hanging fruit of wine imagery. This is not to say it should never be used if it can be introduced in a unique or fascinating way. I used it myself in the Pitchcork Marketing logo.
The Pull Cabernet Sauvignon wine label caught and held my attention. The isolated vintage corkscrew photo on a white background seemed to literally pop. The drop shadow makes it appear three-dimensional. There is likely another effect used in the finishing of this label that enhances this effect. The white label stock is beautifully textured yet the corkscrew image is smooth with a bit of sheen. The brand name is set in a rustic serif typeface that perfectly compliments the corkscrew.
Pull is an unusual name for a wine brand. It isn’t a person, place, or thing. It’s a verb. An action that ferments itself in the mind. It’s engaging. You can imagine yourself grabbing that corkscrew and opening the bottle.
All descriptive information, including the varietal identity, is contained in a band at the base of the label that pulls its colour from the corkscrew handle. The structure of the information is presented as if typed on a form. It’s very well presented.
The back label background is the same colour as the information panel on the front. The text suggests we “pause and reflect on man’s ingenuity.” The notes continue by extolling the virtues of Cabernet Sauvignon and details of this wine in particular. One story paragraph. One profile paragraph. Just the right amount of copy to satisfy interest.
This is more than one great wine label. It is the basis for an entire line. Each product exhibits a unique corkscrew. The information is easily changed from one varietal to another.
Sometimes a wine label just has a look about it that creates the impression of a well-crafted product. It expresses quality by design. Few wines are as perfect a match to their packaging as this one. Pull Cabernet Sauvignon is complex, balanced, and incredibly smooth. Grab a corkscrew.
When your purchase is influenced by the label, how often does the wine meet your expectations? Let me know in the comments below.
