How to Create a Brief for a Wine Label Design


A good designer can bring your ideas into life. A better designer understands branding, listens to client’s ideas and combines it with creativity to make something better than the client had imagined.

Many firms feel frustrated when they see a gap between the finished work and what they actually had hoped for.

I admit that it is tough to find the right partner.

However, it is also very crucial for marketers to create a proper brief to ensure that there is a clear communication.

Let’s assume that a wine producer needs new wine labels. Here is an outline of a brief that would ease the process:

Who are you?

The creative designer needs to understand the nature of your company first: the mission, vision, activities, core values, brief history and future plans.

No need to prepare a booklet. Few short paragraphs or a friendly chat over the phone will work out.

No need to try to sell the company as well. It’s important that you are honest with the designer and should be able to share details such as: “Our sales are declining in Asia and we are willing to create a design aiming for millennial in X and Y countries.”

What is the goal of your project?

It’s important to share the “why” of the project. Is it a new product line, a private label prepared for a restaurant group or designed for a specific market?

 The designer will read into these details and make his/her research accordingly. If he/she does not, find a better one.

Who is your audience?

Multinational companies have large amount of data regarding their customer profile and they use it to build related marketing and brand strategies with the help of data analysts.

Small and mid-size wineries tend to think less about their target customer and its relation to their visual identity though. Some have very generic identifications as if everybody drinks their wine. This is not realistic even with products used by everyone. For instance: toilet paper. We all need it. However, the purchase is mostly done by moms.

Who picks the wine in a wine shop or a supermarket? Who selects the wine in a restaurant? How important is your wine label during their purchase?

It’s crucial to collect and share data that gives the designer an idea about your buyers: their age, nationality, habits, education etc.

How does your current brand look like?

If you already have an established brand, share your brand book (if you have one) or items like logo, color pallete you use and current marketing collateral if possible.

Who are your competitors?

It’s always good to have a peak at your major competitors.

What is the most selling wine brand on the corner wine shop and how does it look like?

Is the neighbor winery going through a rebranding process?

These are important hints for your designer-to-be.

Moodboard for Love’s and Hate’s.

This is my favorite section.

Create a moodboard. (There are online moodboard creator apps or simply copy paste photos on a word document)

Select labels you love. This can be from the wine industry, or choose inspiring examples from craft beer, specialty coffee or luxury tea products.

Don’t forget to add some examples that you certainly hate!

Building a structured brief smoothens the creation process and saves time for both sides.  With this, client’s become less likely to spend so much money and end up with disappointing projects. 


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Seyma BasComment