The trend we noted in 2011 with major brands offering customers an opportunity to customize their consumer product packaging by writing on it has been going on for while now.
Here are 4 more examples of this idea, as it applies to wine package design. Writing on packaging is a surprisingly low-tech form of interactive branding… No need for smart phones or a special app for reading QR codes. All that’s required here is marker, which, in some cases, is supplied with the bottle.
(Details, after the fold…)
1. Chris Trivizas’s recent “Chardonnay Markogianni” offers consumers a place on the front of its label to record the current phase of the moon and a place on the back for the date. (The concept also seems to suggest that consumers will want to maintain an ongoing collection of empties, documenting these meaningful moments of consumption.)
“The label of Chardonnay Markogianni has been designed with the aim to lure the consumer to an interactive game down memory lane. It urges him, after he has enjoyed this extraordinarily delectable chardonnay, to preserve the memory of the pleasure he felt by dating the bottle and copying on the label itself the phase the moon was in on that particular night. So, each bottle acquires a meaningful uniqueness which recalls to the consumer’s mind the happy moments he spent drinking its contents.”
“Talia Cohen designed this saucy wine label for FRANK’s Christmas promotion… We posted it online and within a few weeks were winning packaging awards, being featured in design publications, and being asked to exhibit at wine shows. The idea is that you substitute platitudes for frankness by writing something biting on the label… and we offer some pre-made examples.”
“Declare your love with passion and generosity with the Love Case. Personalize your Moët Rosé Impérial magnum with your own handwritten messages and decorate it with glamorous gilt stickers.”
See also: Interactive Packaging