Woodbridge is a value-priced product line created by wine magnate Robert Mondavi. It is a high-volume seller and very popular. When a major brand like this updates its packaging, it’s worth taking a look.
The old Woodbridge packaging was very traditional and staid. One could say boring. The Woodbridge wordmark is heavy. The off-white label is dominated by a grey-toned vineyard drawing with a bridge in the foreground. Varietals in the line are colour differentiated by a bar and brand seal at the bottom of the label. It is similar to hundreds of other labels on wine store shelves. The look is tired and dated.
The new label is fresh and bright by comparison. Starting with the crisp white, textured label stock. The Woodbridge type is lighter and more condensed. Therefore larger. Yes, the vineyard remains but it is more subdued. Notably, the bridge is closer to the centre and with a perspective that leads your eye into the illustration. But clearly, the most significant change is the bold W trademark that appears in the centre of the label. It appears to be created with parallel brush strokes that could be perceived as rows of grapevines. Each stroke is a different hue of a similar colour. They are transparent and intensify the tone of the illustration behind them. A spot gloss coating further enhances the colour. The W also defines each varietal in the line with colour-appropriate hues. Also of note is that the capsules take on the colour of the prominent middle stroke of the W.
There is more to this update than a timely refresh. Previously this brand was Woodbridge by Robert Mondavi. The association was indicated in multiple instances on the package. Mondavi has sold all of the company’s brands to Constellation Brands, making it the largest wine company in the world. Robert Mondavi’s name is still on the label. It has great value. But now he is only designated as the founder.
