Wine label art and design innovations evolve for overall branding efforts
Wine labels are some of the tiniest canvasses on which artists and designers can make a bold statement to lure consumers. At one time, a touch of gold or silver foil was enough to catch a shopper’s eye on a crowded store shelf, and was a major step forward in elevating ho-hum labels to something jazzier. Wine-label designs are undergoing a renaissance of beauty and cleverness, together with some innovative technology, as part of larger branding efforts.
In early 2020, St. Helena-based CK Mondavi and Family began using a technology called thermochromic (temperature-sensitive) ink, to change the color of the labels on some of its chilled wine. The company introduced its seasonal Spritzed Rosé Moscato last spring with thermochromic labels, which transforms from a light cream color to a bright pink when properly refrigerated, at approximately 55 degrees.