Gladstone Vineyard got their new product label by running a design contest:
Update or complete rethink of 12,000 Miles wine label
Check out Gladstone Vineyard's Product label contest…
Food & Drink
Gladstone Vineyard is a family business with an international reputation for distinctive, high quality wines of finesse and complexity. Based in the heart of the Wairarapa, New Zealand, we are committed to growing our vines and producing our wine in a thoughtful and environmentally responsible manner.
What's your vision?
We have been producing and selling our ’12,000 Miles’ range of wines for over eight years, a ‘sister’ label to our primary ‘Gladstone Vineyard’ and ‘Jealous Sisters’ ranges. The 12,000 Miles range is premium and retails for around NZ$20-30 per bottle. It reflects new world wine styles, with good fruit and terroir and includes Pinot Noir, Sauvignon Blanc, Pinot Gris, Chardonnay and Merlot Cabernet. The story behind 12,000 Miles is strongly tied to our owner/chief winemaker who immigrated to New Zealand from Scotland 35 years ago. This travel ‘story’ has resonated with markets – particularly in the UK, NZ and Australia where there are a lot of ex-pats/travellers who have travelled those 12,000 miles. We are exploring options to update/overhaul our label based on feedback that the current label doesn’t convey the quality of the wine or its NZ origins – both key selling points. We are open to an evolution of the luggage label, or a complete rethink. We don’t need/want the connection to Christine’s journey to be quite so explicit – rather than telling her story, the '12,000 Miles' needs to evoke journeys/adventures/exploration/discovery – with a clear tie to NZ. Other key components of the design are that it: · clearly conveys that the wine is from New Zealand · comes across as (moderately) premium (certainly not entry level) · will stand out on the shelf · is smart enough for bistro/café dining · is fresh and modern. Elements that must be included on the design: · Brand name (12,000 Miles) · Variety (Pinot Noir, Sauvignon Blanc, Pinot Gris, etc) · Vintage (e.g. 2014) · Country of origin (New Zealand) · Region of origin (Wairarapa). See http://www.gladstonevineyard.co.nz/our_wines/12_000_miles_range for more information on the brand, vineyard and the current labels.
Please be careful to avoid stereotypes or anything too literal when conveying in your design that our wine is New Zealand made. Being New Zealand made is a key selling point for our wine and customers around the world pay a premium for NZ wine. But we need the connection to be classy and relevant. This website may be a useful reference point http://www.nzwine.com Please no more NZ maps! Have attached an image of our Jealous Sisters label which conveys the wine is NZ made without being too literal or tacky. It may even been that conveying NZ is in the simplicity/cleanness/sophistication of the label, with a clear 'New Zealand wine' line on it. Rather than maps, Maori symbols, sheep or ferns...
$499 Silver package
Every design category has flexible pricing for all budgets. Product label starts at €269.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their product label.
Designers across the globe delivered design magic.
Gladstone Vineyard collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
Recently completed contests:
Any beer enthusiast. Gender: probably mostly men, but it should also attract women. Age: 25-55 income level: medium to
Ages 21-35 who want an alternative drink to beer. Location mostly LA and NY. Male and women consumers about 50/50 split.
21-45 year old male/female entry level wine drinkers it sells for 24 a bottle retail