The packaging design and brand of wine bottles used to take a particularly uniform approach to its outlook. For years the vast majority of labels created for the wine industry were fairly interchangeable. If I were to describe ´the one with the cream label with some kind of strong script or serifed font denoting the brand, the date and grape variety tastefully in either gold, red or black and a silhouetted background of something remotely related to the region of the wine’, a decade ago I would be describing 90% of the market. Lately however there has been a resurgence of small, forward thinking vineyards that are realising the importance of an interesting, eye-catching brand identity that may sway consumer favour.
This concept branding and bottle design for a new world (South African) wine Lux Fructus takes inspiration from artwork by Artist Simon C Page. The product is a range of flavoured fruit wines and the packaging (Designed by Marcel Buerkle) reflects this by changing the colours used in this bright geometric pattern to tones and colours synonymous with each fruit flavour.
The Lux Fructus bottle and packaging, The powerful geometric shapes are delicately blended with the simple lettering, giving an extremely clean look to the brand. The little lines and shapes of the graphic look like refractions of light, linking the graphic to the product title [Light Fruits in english]. This distances the product from the typical ideas surrounding wine, good for a product trying to expand its company profile in competitive markets.
The addition of a swing top to the bottle changes the traditional use of wine cork to something more relaxed and reusable, which seems to suit the consumption of the fruitier contents within. This isn't just as simple as applying an attractive graphic to the side of the bottle, there is some more intelligent thought behind this packaging design.
Lux Fructus shows us how a powerful graphic root to a brand can improve the appeal of the overall product. Whilst on some occasions when developing a brand it is important to follow convention - there isn't much point in developing a brand for a Legal firm that uses comic book styling, for example. Therefore it is a particularly important skill to understand when it is acceptable to break the mould a little and stand out from the crowd.