News — Branding

Go Ahead and Judge Natural Wine by Its Label

Branding PackagingDesign

You can spot a natural wine before you taste it: a hazy, jewel-toned color fills a clear bottle with a child-like illustration sprawled across the front. Sometimes there’s a playful visual metaphor—a lightning bolt, perhaps. Or maybe there’s barely anything to it at all. Like its muddled viticultural definition, natural wine labels take many forms, but almost all of them are designed as a signifier of taste. Natural or not, modern wine labels are a marketing tool. “Wine purchases have always been based on the label,” says Talitha Whidbee, the owner Vine Wine, a natural wine shop in Brooklyn. Labels...

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