A case study in wine label design: how we created a world of new wine brands for Tesco
The Tesco entry-level wine range spans over 60 different wines from 12 different countries – including France, Spain, USA and Bulgaria – offering a huge variety of wines at everyday pricing.
Approaching this wine label design, the brief from Tesco was to move away from own-branded wine labels to create new, eye-catching tertiary brands that provide category reassurance and a sense of discovery.
The previous core wine label designs followed a fairly rigid design system (type styles alluding to provenance, conventional centred layout, lots of white/cream labels) and lacked character. In short, they looked like budget own-brand wines.
The desire for Tesco was to move towards a suite of brands to be used across the range of wines. Our design approach was to create authentic brand identities that could flex across different appellations and varietals.
60+
different wines across the Tesco core range
What we did
— Brand and category audits
— Name generation
— Creative concepts
— Brand and label design
— Artwork and production
For old world wines, we created wine label designs that simply and effectively evoked the regional cues for each country – for example the ‘Caparelli’ range feels fresh and lively like the wines of Northern Italy, and ‘Cave des Roches’ has a sense of a classic french négociant.
In the new world, confident and colourful brands, like Firemark Argentinian Malbec and Fern Bay NZ Sauvignon, match the impact of commercial brands whilst multi-varietal ranges like Australia’s ‘Taparoo’ and Chile’s ‘Lateral’ use bold colour to distinguish between the different wine styles.
Each label was value-engineered to allow for maximum impact through print finishes, whilst also mindful of costs for wines produced at volume.
Across the entire range the new wine label designs have allowed Tesco to champion exclusive brands and offer their customers a wider and more exciting entry-level wine proposition.
12
different countries including France, Spain, Italy, Portugal, Germany, Argentina, Chile, Australia, USA, New Zealand, South Africa and Bulgaria
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