Here you can see the three parts of the videos that I have recorded, based on the presentation I created about wine branding.
You can download the presentation here to be able to access the links that I mention in the videos:
Visual Wine Branding
Welcome to my little presentation about how to style a wine business, whether as a wine producer, it can be also if you’re a wine retailer, or maybe you’re running a wine bar.
But mostly I will be talking about the design and the branding of wine labels and wine bars – so that you would be able to attract the right kind of target audience. Though you will definitely find ideas also for other kinds of businesses within the wine industry.
Visual wine branding, video 1
Visual Wine Branding Video Part 1 Transcript:
Welcome to my little presentation about how to style a wine business, whether as a wine producer, it can be also if you’re a wine retailer, or maybe you’re running a wine bar.
But mostly we will be talking about the design and the branding of wine labels and wine lines. But you can definitely find ideas also for other kinds of wine businesses.
So the plan for today is:
- What are your goals with your wine business?
- What are you offering, why, and to whom?
You should be thinking about it before you start branding anything, or before you are hiring anyone to design anything for you. So what is the message you are aiming to reflect with your wine brand, which colors and visuals forward that message most efficiently to your target audience?
First of all, you have to find clarity.
Find your own golden keywords that describe your project best. You will be hearing a little bit more about that. And get help from my blog post “Find your brand clarity“. This post is about how to find the clarity, brand message analyzes, you have questions you have to answer to, so take your time and find your goals.
Also map your ideal customer: who are these people you are actually targeting, what kind of tone and visuals should be used in your marketing or your branding and the label design. What is the message you want to forward? Choose your brand’s keywords. I have listed them here. Here you can read closer about the four brand personalities that I’m going to describe in this presentation too. So pull your message together, then you will be ready to put the keywords on the paper or the computer screen and move further with your wine brand.
So why are we doing all this? The visual branding and color psychology that we are talking about here will be helping you to reflect your message really clearly. It will help to elate the character of your brand, and forward emotions. It will be easier to communicate what kind of wines you are producing. What is it you want to let people see and know through the branding of the wine labels when they see your bottles of wine on the shelves of a wine store? Why should they choose your wines? Connect with your customers, and become more self-secure. When you are creating the marketing materials, maybe the banners or the videos or the headers or whatever, you can be more self-secure as you know you know exactly what to put there. You know what colors to use, what fonts to choose, what kind of photos to use. Become more creative, and look professional!
Now we’re going to talk a little about color theory, which is the crucial part of our presentation here. You have to learn to understand the theory of colors, it will take you less than 10 minutes, and changes completely the way you have seen different branding solutions until now.
So from now on, you will be analyzing all the other wines, the logos and designs with totally different eyes than until now. By the end of this presentation, you should have a pretty good idea about what kind of colors and other visuals you should be using for your wine business and brand identity. So here is one video on YouTube: The Value Of Colors. I really want you to watch it and you will learn about the value of the colors, pure hues, tints, tones, and shades that will make the difference. It’s not really even that much about what color are you using. Is it red? Is it blue? Is it green? Is it purple? It is much more about the value of the color. Are you using tinted colors or are using toned colors, but never mix them together in one palette in one branding. You will learn way more about it during this presentation.
Color theory group 1 – tints.
Let’s dive into four personalities of colors in business. Four personalities, and four different types of color palettes. So that should make some sense for you now, and we’ll start with group one. As you can see a little mood board here, we are diving into really bright and clear colors.
We will be talking about businesses whose main keywords might be… let’s say playful, happy, open, welcoming, inspiring, eye-catching. I entered here six different keywords. You can also choose five to seven keywords, but then highlight three of the most important ones. So here is playful, happy, and inspiring. Actually, these keywords were meant for one different kind of business, but they show really well what Personality Ones’ youthful playful business should be or could be about.
If you choose to use Group 1, then with the colors that I will be showing you very shortly, you will be expressing an optimistic, lively, and moving brand. People who see the labels and the marketing will have an impression of your wine brand as a positive and youthful, welcoming and informal, enthusiastic and fun business.
In the wine business, I have to say that there are not so many wines that are branded as Group One, only a few. But I will show you some. Group One colors and visuals are suitable for attracting a very wide target group, so in the wine business that would be from young adults to older people, women, and men. In other, suitable businesses it would be also children. Lots of products that are directed to children are branded in Group 1 style. Many ice creams, sweets, toy brands, but also telecommunication companies and so on -the businesses that have a very wide group of people as their target audience.
In the wine business it would be young adults mostly, and as a rule, the price level of the products in Group One tend to be average. Unless you have decided to match it with Group 4 personality. Group 4 is luxury branding style and we’ll be talking more about it later.
If you decide that your brand keywords are something like funny, probably youthful, and so on, then your color theory would be hues with plenty of white in it. That would be pure colors with lots of white in so they become these bright, bubbly, lively colors. The undertone would be warm. Even blue and other cold colors look pretty warm in this kind of palette.
The color palette is clear, warm and light and there are no dark colors in this personality. Here are just a few brand boards I found on the internet that can be used or as an example for this personality. I wouldn’t use any of these for professional branding but they give you an idea of what we’re talking about.
So I have more keywords here for this personality so let’s say if you have already written down the keywords that describe your brand and you can see that most of them match these words here then maybe this personality is for you. Here I have a few examples of personality one wines. So designs can be vibrant and sparkly, bright, asymmetric, and jumpy. Asymmetric I mean like let’s say here you can see in many places the bubbles are there. You know the illustrations, they are not very symmetric, and if they are some things interrupt the too static look.
Also, the shapes are round. Open and friendly, welcoming and youthful illustrations. They’re not very detailed. The shapes are rather round, bright color palettes, fonts are round and sometimes childish. So in these particular examples, the fonts are we can see: the wine brand Hugo grüner there is roundish. Yes, maybe on the upper Riff. That is also a little bit roundish and yeah the other fonts are also pretty simple. So don’t use here serifs, use sans serifs.
Here is one wine branding example from Georgia. Here the bottle is not perfect and the cap, because they are rather from Personality 3 that would be earthy, down to earth but okay, the label is definitely Personality 1, you can see the childish, playful illustrations, very playful font, and the colors are bright and light.
Here we have a Sangria which is also, the bottle is round, the cap and the label are both in very bright pink. And yeah, the illustration is also kind of playful and not static.
And here is one wine form from California. And well, you can also see the illustration is very playful. You can see people having fun on it and the colors are bright. And the cap also is playing together with the whole design. So this is a rather youthful, playful design. Okay, of course, let’s say this one is coming from a brand that has all its wines following the same line.
But sometimes like this, the brand itself, the wine producer, can be actually from a different personality. I think this brand or this producer is from personality three, but they can have some products that are targeting a little bit different group of people. Let’s say youth or the younger people, so then they can make some products that talk to them much better than their traditional label designs.
So here we talk about the brand Personality 1 photography. So photography should also be happy and bubbly and usually clear and sharp. Avoid haziness and fogginess. Dynamic and have movement in them. So here you can see some wine is poured into the glass, it’s in movement. Often you can see on these photographs people who are shaking their heads or who are jumping or who are moving and laughing, so you don’t really see static things standing or placed on the table or whatever. Props can be made of artificial materials and they’re colorful. What I mean here is that you can use plastic, colored plastic or, or whatever metal and bright colors and so on. It is really very suitable for this personality. While it’s not playing well in many other or any of the other personalities. The photos, are informal and inviting.
Here I just wanted to add some illustrations. You can see the bottles are drawn with a very open hand and not much attention to detail. And also the fruits and berries and the other small illustrations are thrown on the canvas so they are not very static.
And here I have added a little mood board that is showing why Personality 1 is connected to Spring. Because the Spring is the time when nature and everything is kind of waking up again. There are lots of leaves on the trees, that are bright, bright green, and then the birds and the animals are being born. And there is lots of noise – kind of funny, happy noise in their nature at that time of the year. And even the sun and everything, the air is so fresh, and so this youth and playfulness are all over the place. So now we have made it to Group 2 and we continue in the next video.
Visual wine branding, video 2
Now we are in part two of wine branding and brand styling videos. And we are looking at Group number two. But here you can see a mood board from Saffron Avenue. What do you see is the keywords like feminine, elegant, soft, maybe calm, understated, the brand’s main keywords also could be calm, understated, quality, fine, feminine and elegant.
Elegant wine branding, Group 2
Usually, when you use the colors that are best for Group 2 branding, you will be expressing feelings like calm and feminine and elegant and relaxed, but also high quality and romantic. But not only colors, but you have to match these colors with the right kind of fonts, the right kind of illustrations, the right kind of photo style. We will be looking at them as well.
So in the wine business, the nature of Group 2 business and its product and the visuals used to leave an impression of elegance and lightness, to speak very well especially to women.
The color theory – tones.
So here we use tones. Tones you get with a hint of gray in pure colors. So take your color and you add both black and white, or ready mixed gray. When it comes to the darkness or the gray, well, then it decides the darkness and the end result, so here it’s no problem to use also darker colors but they still have to be the tones. So you don’t add only black or only white to pure color. It has to be both black and white, or gray.
So the colors in this palette are cool. They have a high percentage of gray in them and there are no primary colors here. The keyword is muteness. So if you compare tints and tones, then you can see that in the tint color palette you can see the liveliness and brightness. While if you put tones color palette just beside the tints you can see that the tones are kind of calm and understated. There you can see the difference. Look at each color separately.
Here I have an example of a brand board of Personality 2. Actually, these are from Creative Market, where they sell all kinds of digital design products. And these are brand board templates. This brand board template is from Creative Market by Pretty Bloom Designs. But why I chose this one is because this person has been using in this example tones, the color palette and also the logos here are very elegant.
With let’s say this B there it’s a serif and it looks kind of flowing and nice. Also Montserrat and Playfair, both of these fonts are very good for branding Group 2 products. And these pictures here as well, they show the elegance and gentleness that we are looking for to express. Well, here we have some more keywords, so maybe when you wrote down your brand keywords before then you can see that many of them here. That means that maybe brand Personality 2 colors and visuals are the best ones for you.
So we connect actually Personality 2 with summer because after the spring the summer comes and all the noise and bright colors in nature, they have been kind of muted. So the summer evening, let’s say in the nature is kind of hazy, it’s much quieter. The trees are not any more lime green, they are way more muted, with green tones. The flowers even are much more muted. So yes, the summer is kind of the land of the tones.
Here we have some examples of Group 2 wines or wine label designs. And you can see all of them have very finely detailed illustrations and some flowing in them. Actually, all three of them are flying. That’s a funny coincidence but you can see that attention to detail in them all and all these labels, they look relaxed and work together with the bottles and the colors of the caps. You don’t really see any real black color here so don’t use coal-black in Group 2 or in any group besides 4.
If you want to use dark color then use dark gray, dark brown, dark green, dark purple, but not black as such.
Here we see one Georgian wine, a very fine-lined illustration, and some handwriting in cursive. Also, we see the fonts in both of those scripts, they are kind of elegant and they are serifs, and the colors as well. They are muted red, rustic colors and the label has this beautiful fine kind of strokes around the edges which kind of makes the whole thing more sophisticated and elegant.
Here we have again a simple and elegant and kind of minimalistic design. The logo is kind of royal here and also very finely made so it kind of emphasizes the whole elegant feel about the design. The material as well it seems high-quality paper, a little bit more sophisticated than a simple plain paper. Here we have a very flowy bottle design and the label has very much flow in it as well as we can start from the illustrations to the calligraphy and the rest of the fonts. So yeah, the letters, they have some extra space between which also gives some more extra elegance and actually a feeling of luxury in a way.
So Group 2 personality branding usually works at a higher price level or at least it makes people willing to pay more. So Group 2 and Group 4 especially four, but also Group 2 is expressing high quality and also higher price level.
We have here photography. Photography also in social media and website and all over the marketing should be elegant and thought through, somewhat hazy. Often use deep depth of focus, so some part of the photo is very sharp, and the rest is not so. Props should be of high quality and refined. So if you use let’s say some food or cutlery or whatever, as a background, they should be of high quality. Photos relaxed and calm and somewhat static, not so much movement in them.
Group 3 Wine Branding
Now we have made it to group three, and we continue here. So you can see from the mood board, we have lots of nature here and the overall feeling is way more rustic than in Group 2. And I also chose the font of Group 3 here, something called slab serif. Slab serif means that the ears and the feet of the letters are squared. And that kind of script is really, really fine fitting with Group 3. It’s kind of heavy, but not like too heavy, but there is some heaviness in them and it fits well.
So your brand’s main keywords may be warm, friendly, ambitious, family feeling, and authentic. Group 3, earthy branding, so earthy, organic, and natural. So this kind of branding fits well to products and businesses that want to emphasize the feeling of community, maybe family friendliness, maybe history and definitely organic products, also Fairtrade products, chocolate, coffee, wine, beer. It kind of expresses passion and an ambitious, authentic mindset.
So the wine branding of Group 3 personality, they’re like autumn, so the tones of the visuals are intense like we see in autumn nature and the color range from strong purple to deep brown.
The color theory – shades.
Shades we get from adding… to pure colors we add black, never any white or gray. But definitely black, more or less. The more you add, the darker the end result is, so the colors become a kind of warm.
The group palette. Group 3 palette is again warm, but this time it is intense and rich and muted. Compared to the tints in Group 1 palette, Group 1 palette is also warm but bubbly and light. While Group 3 palette is more kind of heavy. And definitely not the primary colors here.
I have cot off the edges or the color swatches here because, in the design of Group 3 visuals, it’s working really well to have rounded corners, it gives the design a little bit more down-to-earth, friendly feeling. So maybe I should have done that to this picture as well, would that be even more right. And the font that I’m using throughout this presentation is called Georgia, it’s also very much Group 3 font because it is kind of also heavier, traditional and simple.
Here I have some mood boards from different businesses. Number one and three are more. Number two is a little bit mixed of 3 and personality 2. But it works well as well. But you can see lots of nature and earthiness in it.
So we have more keywords here: environmentally friendly, spiritual, focused on growth, historical, intense, warm, strong, productive. So you can see kind of hard-working traditional companies can really use this kind of branding.
We connect this branding with autumn, as I said before, so in autumn nature you see very intense and deep colors. And yeah, the smell of the earth, it’s all autumnish.
So here we have a few examples of the autumn or Group 3 designs. On the first one, you can see retro-style doing, on the upper image you can see handwriting in big letters and the third one, I think the illustration is mostly and also the logo is very Group 3. So earthy, friendly, subtle, handmade feel.
You can use retro or nostalgic style, somewhat masculine. You can brand this product both for men and women, but the branding feels a bit masculine though. Casual, natural, down-to-earth, somewhat bulky, abundant illustrations are rather rough and simple, subtle and deep color palette- shades. Fonts are a bit heavy, and also you can use marker imitation or handwriting but when handwriting it should be also a little bit on the heavy side.
So we have examples here. Three Woolly Sheep – it’s a very very simple label. But the images you see are not very detailed, quite rough. And the font of Three Woolly Sheep is also a bit heavier and very simple.
Here we have… the bottle is very much Group 3 bottle, it has these details and a hint of retro in it. Also, the label has rounded corners and a retro feel about it.
Here we have really rich and deep colors, perfect autumn or Group 3 palette, and also the illustration and actually the fonts are very fitting to this personality.
Again, super retro kind of our down-to-earth fonts, logo, illustration, cap, bottle shape, everything. This is a perfect example of Group 3 design.
It should be down-to-earth, warm, and abundant, including fruits, food, nature, natural backgrounds, and props. Avoid too fine glasses and other details that are too luxurious, but also plastic and all kinds of stuff that is not natural, made of nature, natural materials. You can include happy, friendly people to express a welcoming feeling or even pets and animals. Everything from nature is really suitable. I see you in the next video!
Visual wine branding, video 3
Welcome back to our videos part three of the wine branding presentation.
Now we go on with a description of Group 4 wine branding.
As you can see from the mood board here we are going to talk about a rather dramatic personality.
So I would like to say right away that here we have nothing mediocre, nothing average, it’s either-or. It’s either very dramatic or completely minimal. Let’s look at it closer now. What kind of keywords could one brand with personality 4 use? That would be luxurious, high-end, cutting edge, visionary, and grounded. If you choose to use the Group 4 personality and color palettes and the visuals that are used in Group 4, then your products and branding might be looking outstanding, exclusive, and self-confident.
So in the wine business, high-end priced wines with a hint of luxury or straight out exclusive wines. But also let’s say wine bars or wine shops can use the same kind of personality. Not to mix up with expensive wines that have been priced according to the maturity of the wine so we can easily find highly-priced wines that have been branded as personality 3 wines or even personality 2 wines. So keep in mind that fact.
So branding here is straightforward and specific even in tonalities of color. The colors are cool and clear and clean. Marketing is self-confident and bold and either super minimalist or really, really overflowing, and dramatic colors. They are pure, clear, and crisp colors in this color palette. This palette consists of mainly very clear basic colors and the overall impression is cool. Pastels are not found here. This is the only group that includes black, polar white, and neon colors.
Here are a few mood boards or brand boards.
You can find the one on the right on Creative Market again: A brand board template from Creative Market by William Hansen.
We have more keywords here so if your keywords match most keywords here, then maybe your business should be branded with the colors and visuals that fit personality number four.
Here are some designs. Designs can be minimalist or maximalist but nothing in between. Fine and strong, you can use gold or silver, both feminine and masculine works, forms are sharp and dramatic. You can use sharp forms. Sharpness is something that you should avoid in personality 1 and also in number 3. Illustrations are well thought through, clear color palettes. Fonts are either super minimalistic or over the edge. And overflowing calligraphy works also very well.
Here we have a nice example. So that design is minimalist but impressive. Black, silver, and red are combined. Of course, a coat of arms is obviously very fit with the Group 4 personality and the luxury. The name or the wine makes also a statement. Definitely not something average. And the signature you can see there is also a little bit over the edge… a little bit edgy. So the whole combination leaves an impression of luxury.
So here we have also a pretty minimalistic design. So the choice of fonts and colors all together combined leaves us a feeling of luxury.
And here we have a little bit over the edge design and also gold and calligraphy. And it really leaves a stunning impression of an expensive product.
Photography here is usually clear and sharp. Using high-end props like fine gourmet and fine cutlery. Or actually, the photos can also be super super super foggy. So it’s either-or, and one business usually doesn’t mix both. Also, choose either-or your photos are super minimalistic and simple or they’re overflowing and superabundant.
Group 4 winter. So winter is also a very dramatic season, especially in the northern part of the globe, the weather is pretty extreme, the landscape is quite dramatic. But I have also added pictures of technology. And let’s say the big city hurry-hurry, a stressful life, it’s a little bit edgy, too.
So we are done with our personalities. But I have a few examples to show too. So here we have the branding of Pure Drops that produces wine and olive oil. So here we are, obviously looking at personality number three, the packaging, and the labeling is very down to earth, it’s kind of nature reflecting. And the colors as well are pretty deep. But at the same time, many colors are used. So it’s not only very basic colors. So we can see here some paper wrapping. And of course, again, the illustrations are really making a statement. And we can see lots of autumn here, there is also a little screenshot from the website. So the website has header images that are kind of deep as well. Here too where they to talk about the olive oil.
So I would say that this brand is mainly personality three, down to earth, but also combined with personality two, giving a little bit more of that fineness to it, and giving a bit more of that expensive feeling to it.
So now you should take a little pause and take a new piece of paper and describe your project or business or a brand.
- And who are your wines for, what kind of people make your target audience? Who are your ideal customers?
- What should your brand or project look like?
- What kind of impression should it leave?
- Choose five to seven keywords that describe your wine business best, and then choose the three strongest ones.
And now again, think about which group does your business belongs to.
Combining different personalities
So here I talk a little bit more about how to, or if you are supposed to combine different personalities. You definitely can do that. But only up to two personalities in one design. And when you are creating your color palette, then the whole palette should belong to one personality. But maybe you add, let’s say, the fonts from another personality, or the photographic style, or something, so it is combinable.
But be careful and not use more than two different personalities. Especially when it comes to wine. It’s most often done with Groups 2 and 4, creating an elegant and feminine, and luxurious feeling. But you can see a lot of 3 and 4 as well.
So here is one example of 3 and 4. Luxurious minimalism is presented in a down-to-earth setting.
I show a few websites and social media examples for wine bars.
Website is something that you really, really, really should have. Even if you don’t run a wine bar, maybe you are a producer of wine, or you are a retailer of wine. But you definitely have to have a website. So don’t put all the trust in social media. Because the social media platforms, you cannot control yourself. You cannot brand it yourself. And it can’t just disappear one day, is it six hours, 24 hours, or it’s disappearing, like forever. You don’t know, you don’t have any control over it.
Buy your own domain and housing and let the designer design your website. So you have always one place where people can go to and having your own website is always way more professional than having only social media. Social media is definitely a good thing to have, but it is supporting your website, not the opposite.
Okay, so here we have one wine bar that is located in Copenhagen. It’s an Italian-style place. But I really really love the website. It is so abundant and so inviting. So it’s definitely Group 3. So you should check it out yourself. I have added the link to this website and get some inspiration. And here is their social media. You can see here the feeling of community. There are people, there are wines, there’s food. And the images are very cozy and inviting. So yeah, so it’s pretty fine.
So here is another wine bar located in Tallinn, Estonia. So they are a little bit something combination of three and four. So they are trying to show a little bit luxurious look, at the same time the feel of their social media is definitely more kind of inviting, number three. But when we talk about the logo here, that’s definitely number four. So here are the social media.
And now, example number three, it’s from Spain. And here we are talking about a high-end rooftop bar with a great selection of wines. So here are the photos on the website. And you can also see the logo and the fonts and the whole setup. It’s minimalistic and very-very fine, they’re using this blue, beautiful blue that is also very number four, together with crystal clear images. And their social media is also rather personality four, meaning that the images are really well done, really well thought through.
And so again, having a website is crucial, giving you an opportunity to show your business at its best. And everything is concentrated in one place here.
So I have given out an ebook about the same thing that I was talking about. But it goes deeper into what kind of fonts should you combine? In which personality? What kind of photo style should you use, what kind of patterns, are these illustrations and colors should be put together and why you should do that. And I talk about how to make a mood board, brand board, and different things. So you should check it out. You can find the link here: Colors For Creative Businesses. I want to thank you for your patience in watching through all three videos. And you can always get in touch with me. Share your thoughts or ask questions. And please visit also my website colorsforcreatives.com where I talk about these things from different angles. Thank you and bye for this time.