Certain symbolic images are in broad use in wine label design. The grapevine is one of the most popular. It is the deeply rooted (pun intended) foundation of viticulture. Vines have history and stories. They reflect their environment. It is little wonder that producers regard them with pride that also resonates with consumers. There’s just something beautiful about gnarly old vines.
The problem with using vines on wine labels is it’s been done to death and rarely in a unique and captivating way. Many look similar which creates confusion for the consumer. Still, the opportunity exists to create a distinct and magnificent image. Scarlet Vine is a splendid example.
Scarlet Vine humanizes the grapevine from natural roots to a twisted stock from which emerges the upper body of a woman, arms extended and wrapped in fine branches. She embodies the essence of the strong and fruitful vine in a stunning illustration. Subtle in colour but powerful in form.
She is also the incarnation of the brand story. From the back label, “The story of Scarlet Vine has long been told by those who admire and fear her. Her bold independence and seductive
strength are legendary; her beauty grows as she ages. Scarlet Vine was born in a lush, century old mountain vineyard. Locals swear that the vines produce perfect fruit so intense in flavor and color that the wines appear as a sea of scarlet red. Anyone who tastes the wines crafted from this fruit is destined to fall under her spell. Do you dare?”
With such a powerful image on the label, the brand has wisely chosen to minimize the identifiers. Even the name is modest in size and placement. Varietal and vineyard information run vertically in small type on the right edge of the label. This isn’t why you pluck the bottle from the shelf. It’s all about that striking image.
The narrative of the story does not oversell the product. The wine is it’s equal. Luscious and redolent of ripe, red fruit it is both rich and smooth. Package and product in perfect harmony.
There is one puzzling absence from Scarlet Vine. A deep scarlet red element. The colour itself is nowhere to be seen.
