62 | Wine labelingNew brand identity for an Italian sparkling wine. V8+ developed by CBA Design does not talk about history or heritage, but about the process that makes this wine uniqueachieved within a reasonable budget.’ “I believe the perfect wine label considers the ‘The printing technologies and innovative materials have given new opportunities to total package and fnds the right intersection the design,’ agrees CBA Design’s Mascia. ‘Having said that, I guess what has not between the story the brand wants to tell and changed (and will not in the future) are the emotions a label must bring. You can the image they want to create to maximize change the frame, but not the painting.’the experience for the customer”Multi-Color Corporation (MCC) wine labeling specialists note that stocks and embellishments have gone to the next changing from traditional design to a true unveiling extra marketing space on the level in the last decade and continue to brand extension. Highly decorated labels label. QR Tags hypercharge every marketing evolve. There is more diversity in design, were once considered to be exclusive to department by providing astonishing using digital print technology for variable high-end wines. Those requirements are consumer insights and are the fuel cell of images and consumer engagement features now across all price points. Storytelling super optimized selling and cross-selling such as augmented reality or QR codes through design or packaging is one of the opportunities. QR Tag-charged labels are the and moving away from traditional stocks most signifcant changes he has seen. What cleaner version of “landscape” labels.’and embellishments to engage a younger used to be a straightforward substrate In the age of lightning-fast information, demographic. selection or foil enhancement has evolved digital marketing has established itself as ‘Over the past ten years, it has been into non-traditional embellishments and one of the biggest revenue opportunities for increasingly diffcult to stand out on the unique substrates. businesses, adds All4Labels’ Paola Iannone. shelf, which has increased decorative effects She thinks that whether a call-to-action is such as foil embossing and technologies What’s trending a special offer, loyalty coupon, sweepstake, such as QR codes and augmented reality,’ ‘We can see the emergence of three recommendation, or how-to guide, the confrms Bill Knopka, vice president of sales main packaging trends: personalization, important thing is that each scan provides and marketing for wine and spirits at MCC co-creation, and consumer interaction. value to the target audience in the form of North America. Setting a brand experience through money, fun or information. ‘Labels have gotten more complex,’ connected packaging is a big demand from ‘I guess the biggest opportunity is to admits Avery Dennison’s Marzette. ‘You may brand owners. Consumer interaction is now design an ecosystem rather than just a not be able to notice right away, but when adding a layer of experience to consumers’ label. If you have a story to tell, you can you see that subtle glimmer of foil or feel purchases in many segments, and QR use multiple touchpoints to make it alive,’ the raised clear varnish, the label execution marketing is the key to a new world,’ agrees Giuseppe Mascia. ‘Doing it in the is more complex than it was 10 years ago. says Nicolas Günther, general manager of right way brings an incredible added value Materials have also evolved from different the Smart+Secure division at All4Labels to the brands. The challenge is to keep shades of white with deckled edges to Group. ‘Our QR Tags not only activate but a very high standard one every single an array of bright colors made from high unleash the full media, marketing, solutions, touchpoint. Interactive labels are exciting, quality facestocks.’ and analytics potential of a label. QR Tag but they need to tell something more Resource Labels Group’s Frydryk also solutions enable extended, multilingual, than the label itself and be relevant to the noticed that wine labels have evolved multi-amblyopia, multimedia content consumer. If it is just a matter of showing signifcantly over the past few years, without using extra space instead of off the technology, it does not make sense. labelsandlabeling.com