I am a wine producer and retailer creating hand crafted wines for specific target markets, places, people and situations.
This is primarily for a single white wine, 2010 Hunter Valley Semillon. though may have some other extensions into red and rose. So "The Skinny" is the brand, Hunter Valley Semillon 2010 the style.
The name has 2 meanings, one referring to the low alcohol, the other a pun on the term “the skinny” meaning “having the inside info”. E.g.: “I’ll give you the skinny on this great wine”.
The wine style is one that has a strong following amongst the winemaking community but has a problem translating to the general market where the wine has an old fashioned reputation and sales are difficult. Hence the "insider info" meaning.
It is also a style that is traditionally and naturally lower in alcohol than most other white wines. It also has the ability to develop well with age.
It is a style that has the potential to be the "next big thing".
The target audience is those looking for a light, dry food friendly white. Mostly women, 25 – 50.The aim to sell into retail and also to a few restaurants and cafes as a low alcohol, lunchtime drink.
I am trying to communicate the fact that it is crisp, clean, quite serious, dry white wine that has an almost cult like following amongst wine industry types - and a sign that the target purchaser has some inside knowledge and is obviously more "wine aware" than most consumers.
The low alcohol component is a hook, but also a pleasant bonus. (and there is a move in the market for lower alcohol wines, so this is a "cool" thing too?
Label look and feel should use the idea of cleaner lines, lighter colour and a single ‘wraparound”’ label.
I’d like “The Skinny” to be the focus as the brand (in view of other wines joining) but it almost as is important that the region and wine are easily identifiable too.
In small font (about 5) there needs to be legal text "11% alc, 6.5 std drinks, pres 220 added. Wine of Australia 750ml"
Here's some other text to add too:
"A traditional Hunter Valley style, unwooded, early picked and naturally low in alcohol. It’s light in body and brimming with the lemony tang and gentle herby flavours that make it the perfect marriage with grilled seafood. And only 11% alcohol means reaching for another glass is almost guilt free!"
SIZE AND SHAPE?
As mentioned above, ideally a single label that would have main name and brand on one half with the other half containing additional text. (eg: 80/90mm high, 140mm wide).
Could also be front label with main info and a back with legal and additonal text. Size (and shape) flexible.
What we don't want:
No gold, no silver. Needs to be CMYK colours.
Final artwork as EPS files or .ai saved as illustrator 3 or earlier. I'll need to add description text to individual wines.
Please don't hesitate to contact me directly if you have further questions.