Trends in Labelling

Towards more funky, trendy design – the expert’s point of view

John Jewell Design was established in 1995 with the sole aim of creating innovative branding and labelling for the wine industry. We asked John to tell us a little more about his background…

When I started out I had two or three hundred clients in Australia and I would drive around and see people at their vineyards. At that time there were 3,200 winegrowers in Australia, and I realised that if we were only working on wine, the market was too small. So I went to London and had a meeting with Martin Campion, who was head of design for Direct Wines, and after a short meeting we had his account. Today, our core markets are Australia, China and Europe, especially in Norway and Sweden.

What are the trends today?

Millennium buyers are the biggest target in the world today, and it’s a very difficult one, because they rarely ever buy the same thing twice – so they’re a moving target. In the past six months, as craft beer designs have been changing the world’s thinking on designs and packaging, the wine industry is tending to follow suit. A year or so ago in the wine industry it was all about stately, classic, distinguished products. Now they’re tending towards funky, trendy, out-there, look-different, and be loud off the shelf. I see a major trend around the world as following what craft beers have done.

What’s the secret to a successful design job?

You can design whatever you like, but it has to be economically viable. Printing techniques vary greatly around the world. We’ve done a lot of sleeve design work, but production around the world is a bit of a problem with sleeves. Screen-printing on bottles looks fantastic, but logistically, you have a problem. The world market is looking for something new in wine, and our Holy Grail is trying to find out what the next big trend will be!