How to create visually distinct wine packaging

If you’re a fan of baseball or have read the book about brand strategy called Zag written by Marty Neumeier, you will have heard the phrase “Hit ‘em where they ain’t”. For baseball, it’s the idea of trying to hit balls in the gaps between the fielders. In wine, it’s the idea of identifying what brands/packaging are missing and creating something that targets those gaps. 

Before creating a new wine package, it’s helpful to visit your local wine shop, grocer, or liquor store to see what’s on the shelf… and what ain’t.

Ask yourself:

• Which colors are most prominent? Which colors are missing or rarely used?

• Is there a common style/theme amongst most the wines? Any correlation to price point?

• Are there any wines that pop off the shelf? If so, why? Which wines don’t pop?

Apply these observations to your brand’s personality, price point, target market, etc to find the right balance of aesthetic risk and financial reward (because at the end of the day, it’s gotta sell, right?).