The rising popularity of craft beer has exerted influence on design decisions at companies of all kinds. In the world of brewing, small and large companies alike have adopted the colorful and eye-catching sensibilities of craft producers. Wine labels, too, have evolved with the times, taking on new looks. Now, it's time for liquor and spirits to undergo the same transformation, with excitement and memorability becoming key goals for marketers.
Labeling Modern Spirits
According to Digital Arts, designers have spent recent years searching for trademark looks that will give their spirits a compelling hook for buyers. Due to the vast difference between various brands and varieties of liquor, there's no one playbook for this kind of development. Some brands have turned to limited-time labels with looks designed with artists, while others have opted for thorough modern redesigns or alignment with causes such as LGBT pride.
Digital Arts added that while the design cues employed by spirits brands may trace their style back to the craft beer scene, there is a great deal of overlap between liquor and wine aesthetics. Denomination Design CEO Rowena Curlewis spoke with Digital Arts about this connection. Shoppers want to learn about the product and its maker, looking for drinks that suit their lifestyles and values.
Curlewis also named one major way spirits labeling differs from its wine equivalent – liquor bottles give graphics teams more space to work with. Given such an area to cover, companies combine ample information with bold logos, plenty of negative space and any other stylistic elements that suit their purposes.
Going for a Distinctive Look
Beverage Dynamics spoke with Frontier Label's Jared Powell about the trends he and his company have observed in the beverage branding space. He specified that when dealing with wine and spirits, brands may want to dispense with one of the most basic elements of graphic design: the papery texture of their labels. While paper has long been regarded as the default, experimenting with other approaches, such as the sensations generated smooth or metallic materials, may be a positive step.
Powell noted that he recently oversaw a brand's switch from traditional, paper-textured labels to a more metallic look. The brand was happy with the switch to the new blue-tinted look, which incorporates a modified version of the liquor company's previous artwork. Each company will have an individual threshold regarding how much experimentation it wants to indulge in.