66 | Wine labelingThe ability to stand out on the shelf is more challenging than ever “We can see the emergence of three main packaging trends: personalization, co-creation All4Labels has recently launched Motherland, a and consumer interaction”marketing campaign dedicated to wine and spiritsbarley,’ says Marzette. ‘Designers should forget about what The next big thing‘We’ve seen trends on textured has come before and work on a new How to get ahead of the curve? We asked substrates, also on durability (resistance to blank canvas without restrictions while our respondents to pinpoint what might ice bucket); we’ve seen labels with unique cooperating with label converters to unlock be the next big thing for the print industry numbering or even bottles with unique the extensive range of print innovations and serving wine label clients. label designs (with HP indigo Mosaic capabilities,’ says MCC’s Knopka. ‘The ability ‘Digital fnishing and metallization software design), but one of the trends that to use multiple tactile elements starting opportunities will become standard in is coming through now is sustainability,’ from material selection to use of screens, the next years, allowing for even more agrees Polyart’s Rouhaud. foiling, sculptured embossing to present individualization and personalization of This trend has gone along with a move something beautiful not only to look at but wine labels. Sustainable material and towards simplicity in design, adds CBA to engage the sense of touch.’ fnishing technologies will boom soon,’ Design’s Giuseppe Mascia. ‘Even historical, However, as much as the increasing answers Matthias Vollherbst without well-established brands embrace the idea number of modern technologies, machinery, hesitation. that less is more and having less cluttered and available substrates can present ‘Finally, digital wine labels, be it for design helps to go to the point.’ enormous opportunities for wineries and practical reasons to allow the consumer designers, they can also quickly become a or trader to trace the supply chain – or for Opportunities and challenges sea of chaos. more fun related reasons like augmented The task of good design is to translate the ‘As a designer, the possibilities are reality, will be further pushed,’ he adds. ideas, values and passions of winemakers endless. You can print on transparent labels, However, the next big thing, surprisingly, into a visual language. textured paper, hemp paper, and cotton could be a return of the traditional wine ‘The essence and character of the paper. They are truly endless. Perhaps that’s label, or something very similar. That is the winemaker is always in the foreground. why the biggest challenge is to choose,’ beauty and secret of wine marketing.’One must avoid putting on expensive new agrees Rouhaud. Polyart’s Louis Rouhaud thinks clothes that do not ft them. They should ‘The most recent challenge many sustainability will be the prominent trend be staged as they really are – with all their businesses face is supply channel in the future. ‘Today, when you choose fascinating strengths and weaknesses,’ says constraint,’ adds Kevin Frydryk. ‘It has really a material, you don’t only question its Matthias Vollherbst. hit everyone across the board from the physical specs, whiteness, texture, durability ‘Nobody can doubt the level of expertise availability of material and inks to other to an ice bucket, or even its design… but needed to create a truly effective new packaging elements such as the availability you ask yourself what is its impact on the packaging design. An ability to "wow" of glass and other packaging materials. It is planet; what is its CO2 footprint? What can consumers and customers is part of that more critical than ever that designers and I say about my sustainability endeavor, and expertise, but so is balancing a huge printers work together and adjust based is it conveyed by the label? And that will be range of practical, cost, sustainability, and on supply constraints. There is always a more and more part of the equation.’logistics issues,’ states Tobias Rug, head solution, it just may take some additional This approach is also echoed by the wine of All4Graphics, the design division of discussion to get to the right one based on specialists from All4Labels Group, who think All4Labels Group. the customer’s needs.’ that designing packaging specifcally to be labelsandlabeling.com