A Fresh New Look

I am in the middle of a very exciting project and one that only comes around every so often — a complete new label design! For those of you who are die hard Dry Creek fans, and love our sailboat labels, don't worry, I'm not getting rid of our characteristic sailboats (horrors!).  Nor, am I going to some weird outlandish design, what I call the “hey, look at me damnit” label.  (Lord knows there are enough of those out there.)  And, I promise you no critters will ever grace our labels!

Rather, it's a refinement of the original design and layout, with a revised use of the oil paintings that we had commissioned by local artist Michael Surles years ago. I'm working with Tony Auston of Auston Design Group, who by the way, I highly recommend.

A project like this, for a brand like Dry Creek is tricky. We have years of brand recognition and very identifiable wine labels. And, we can't afford to screw it up!  But, it's time we have a package that reflects the true quality and distinction of our wines. So while sailing and all things nautical are still family passions, I'm toning them down a bit to portray a more upscale and serious image. But don't think we're going to get all snooty and arrogant like so many others who've entered this industry. No way man. However a grown up version of our former selves is in order, given the serious quality of our wines these days.

I'm also hoping to come up with a tagline that we can use. Something that captures the true essence and authenticity of our family winery and wines. So, if there are any brilliant word meisters out there, I'd love to hear your ideas!

| | Comments (5)


Dr. Debs said:
September 12, 2008 2:34 PM

Kim, I LOVE the new label! It's not that I didn't like the old ones, but they did look a bit dated somehow--can't quite describe it. But the boat and the script style absolutely still say Dry Creek to me. Nice.

Jack said:
September 13, 2008 5:13 AM

The new label has the vintage way too small (and too light); you'll not be able to read this in a restaurant that isn't well lit. A serious design flaw.

(I also think pairing the text "Dry Creek" with an image of a sailboat on the sea for a wine bottle is Not The Best Choice.)

Mike McCracken Author Profile Page said:
September 13, 2008 7:40 AM

First - about the sailboats. Other products could be spunoff with a rowboat, canoe, cruise ship, tug, etc. as fitting for the specific wine.

Do you plan to push the vintage year or to blend for continuing top quality? This may influence how prominent the year is displayed. (I concur with the importance of testing the readability of the label in a darkened restaurant, although some are so bad I carry a small flashlight to read the menu and check the wine.)

Haiku for you: The wine inside is/ the delight for your taste buds./Drink responsibly!

Kim (aka Wilma) Author Profile Page said:
September 14, 2008 10:54 AM

Great comments everyone! I'll definitely take this design into a dimly lit restaurant. Keep in mind, this is not a printed label, merely a comp of the final design so the type will be much more ledgable after it's printed.

JohnLopresti Author Profile Page said:
September 19, 2008 10:46 AM

I think the thread commenter's idea of the boat series insightful in a funny way. Having enjoyed a few hours on a few boats of design both old and new, I conceptualized what I would do to stylize and modernize the DCV cab label based on Wilma's excellent art in the post. Then I returned the next day to review Wilma's work again, with a fresh understanding of the effort that inspires label remake. I like the idea of preserving in a simple central top portion of the new label the old romantic sea sailing design. I note the spinnaker is unfurled. But the new look has the flavor of some of the regal presentations of the chateaux which occupy lands granted for viticulture to owners centuries back. It seems a good, appropriate launch for the stately DCV flagship cab.

During this journey I spent a while on some maritime museum sites as well as those of some current regatta sponsor ports, some of which are enlivening.

I think there is room to expand the theme, and Wilma, and Dave before, have provided interesting direction in the artwork's morphing. Good job.

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This page contains a single entry by Kim published on September 12, 2008 1:13 PM.

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