Laura Riches embarked on a unique endeavor when she launched Laylo, a company that delivers wine in a box. The packaging was a significant aspect of the overall concept, with every variety showcasing customized artwork. The design process involved extensive conversations with the wine producers and an exploration of local artistry ranging from textiles to visual arts. The French sauvignon blanc caught my attention, its packaging reflecting the winemaker’s life story in a charming toile-de-Jouy-style.
The wine industry is not limiting its creativity to Laylo. A growing number of wines are appearing in beautifully adorned cans and boxes, adding visual appeal to the drinking experience. This approach is a significant change from the past when the wine’s label design could inadvertently affect the consumers’ perception of its quality. Patterned and colorful labels were often associated with inferior quality, although Château Mouton Rothschild was a notable exception. This famous winery created a trend by using artwork designed by renowned artists on its wine labels.
Sourcing Table is another fine example, where every wine sold seems to have been selected for aesthetic appeal. Look also at the innovative ‘Don’t Feed the Ponies’ series created by Sharpham at Sandridge Barton in Devon. This collection includes unique wines such as a light red crafted from four varieties of ‘pinot’ grapes, an orange wine, and a cloudy sparkling ‘col fondo’ style. Like the proseccos under the same name, it undergoes fermentation first in a tank, then in a bottle. Each wine from the Don’t Feed the Ponies collection is named after a natural feature in Dartmoor and displays a distinctive label created by a local artist.
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A clever label can also tell a story. Brit Katie Jones, who makes gorgeous wines in the rugged Languedoc, has a wine called Along Came Jones Hairy Grenache. The label features a comic-strip with Jones as the hero, who discovers she’s growing a type of grenache that’s different to everyone else’s.
Others simply stand out. There’s a school of labels whose backgrounds are a high-saturation, single-block colour, like the lapis blue of Domaine Equis’ Equinoxe Crozes-Hermitage, or the strong red of the Grand Aven of Vignerons Ardéchois (both of these wines are sold by Yapp).
None of this is to say that supermarkets and discount chains are slacking. Two of the most beautiful labels among this year’s crop are on bottles of Greek wine in Aldi. I love the octopus whose golden tentacles wind around the assyrtiko-syrah rosé.
Speaking of rosé, in this aisle it’s not just the label that is highly stylised. There are square bottles, round bottles, bottles that are squat and bottles that are tall with voluptuous curves; bottles whose glass forms pleat-like ridges to refract sunlight in glittering patterns, and bottles made from chunky glass with the palest hint of green. Some, like Whispering Angel spin-offs The Beach and The Pale (which features a sketch of café society), have labels that allude to the holiday feeling you might hope to have when you’re drinking them.
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