It may seem counterintuitive to make it difficult to read your brand name on your packaging but it can be a smart tactic. Breaking the name Underwood in unnatural places draws attention and forces the reader to pause and think about what they’re seeing. The human brain naturally tries to make sense of what it encounters.
This wordplay is not new or unique to Underwood. It was a trend in design that emerged several years ago. It was everywhere but not overdone in wine packaging.
If you’re going to break rules, you might as well go all in. The Underwood typography makes a bold statement. There are no logos, crests, or images on this label. Just type. The frame-filling white sans serif on a black background maximizes contrast and clarity. Type is highly underrated as a creative tool for visual impact. Even in less than a thousand words. Not that there aren’t plenty of words on this package.
Turn to the back label and words are plentiful. The verbosity highly contrasts the spare information on the front label but the message is surprisingly impactful. “Oregon is a place where opposites come together. It is a place where community is built on the strengths of individuals, where wild open spaces coexist with industrial cities, and farmlands are full of inspiring artists. It is a place united by the belief that what goes into the glass is more important than the type of glass it is being poured into. Union brings this spirit and character of Oregon to wines you can put on your table every day.
Underwood draws from the diverse palette of Oregon grapes to create notable everyday wines.” It is refreshing to see a producer focus on place and community as a way of expressing its origin connection.
Underwood Pinot Noir is more reserved than its California cousins. Alluding more to it’s mellow messaging than bold front face. The wine presents the typical cherry/berry fruit with hints of cocoa. Its modest alcohol content gives the finish a welcome smoothness.
If “Oregon is a place where opposites come together.“, it is evident in the disparity of the front and back labels of Underwood Pinot Noir. This contrast in character count unifies a strong sense of place with the unpretentious expression of the wine.
