BULK SAV or BULKSAV (i.e "Bulk" is the brand name, and this particular "flavour" is Sauvignon Blanc, hence "Sav")
Hi. We're a New Zealand wine company and we're launching a new brand. Just about everything about this new brand will be a departure from the 'normal'. I'm sure you've heard that many times before but in our case we really think it's true!
- It's called "Bulk" and there will be a range of different varieties. But we're starting with just one: Sauvignon Blanc called BULK SAV.
- The wine will be in clear glass 'swing top' bottles (excellent for re-using and recycling)
- It won't have an adhesive label, rather the graphics will be printed directly onto the glass
- The bottles won't go into a cardboard box as normal but into a recyclable wire cage!
The main thing we want to achieve with this design is to have a visually striking, bold departure from 'normal' wine labels. This brand is not shy, it's loud!
Can anyone out there come up with a design that is chic and contemporary but also conveys VALUE? Tough one, I know, and we're wary about ending up looking like like Vodka, or designer water.
So, BULK is the 'brand name'. But BULK SAV is specific to this design contest.
The target market is pretty broad. I wouldn't be too concerned about age demographics, however, we can comfortably wave goodbye to serious, fine wine connoisseurs, they won't be after our BULKSAV.
A word on what the BULK brand is trying to achieve: in continental Europe it is still commonplace for people who live in, or nearby wine producing areas to go to their local wine 'co-op' or independent small winegrower and fill up their own containers and flagons with cheap, often very cheap, wine. It's not fabulous, dinner party stuff, it's just good honest plonk, and when bought in bulk it represents fantastic value for money. It keeps the household from running dry! We love this idea and want to bring something of this principle to our marketplace.
BULK is about good honest plonk for cheap. But not feeling at all ashamed about it, we want to make it cool, and celebrate all that is positive and pragmatic about buying in bulk. We think BULK is great, and not in the least bit negative.
One clear steer for this brief: please no 'traditional' references to wine and the wine industry.
So, no bunches of grapes, no barrels, no vine leaves, no curling tendrils etc.
I see it as basically a text-based brand. I envisage the word BULK to totally dominate the graphics.
Perhaps the photo I have attached can serve as direction here. Poor quality picture sorry, but it shows the sort of direction I am leaning for design. And I happen to like the vertical orientation of the text, but am open to ideas.
Clean. Modern. No 'obvious' references to old fashioned notions of wine.
The are certain mandatory bits of information that we have to inlude on the bottle, so please incorporate the following into your design:
- Our brand name: BULKSAV or BULK SAV
- Variety: Sauvignon Blanc
- Region of origin: Marlborough
- Country of origin: Wine of New Zealand
- Vintage: 2011
- Volume: 750ml
- Alcohol Content: 12% Alc/Vol
Colour? One colour, probably, for economic reasons. I like green, especially dark green. But I'm happy to consider whatever may look best. Remember, there will be pale coloured white wine, inside a clear glass bottle.