Retro remains hot
The hunger for tradition, heritage and the reassurance of simpler times shows no signs of abating in wine. . . .and lots of other places
‘Retro’, one of 9 global consumer trends Wine Intelligence and Intellima predicted would dominate consumer branding in 2013, seems to be tightening its grip. Whether it is tea-infused cocktails served in a teapot in a London bar; fresh vegetables displayed in vintage wine crates in a local corner store in Sydney; the new-but-old spirits brands like Hendrick’s; the Fifties-style American Diners and hot dog stands springing up around the globe, there is no getting away from the classic, old-school look. [See our Global Trends report here].
Focusing on wine, the judges at the recent Harper’s Design Awards seemed to think that some of the ‘Retro’ style labels were amongst the best amongst recent launches. In fact, the philosophy of looking back and reinventing seems to be a strong feature of wine branding at the moment, in part because it helps square a difficult circle: how to make a product relevant and distinctive while also making it reassuring. Wine remains a mystifying and often intimidating category for many consumers, who therefore search for clear and expected indicators of quality. This is especially true in a market like the UK, where consumers are historically programmed to see traditional Bordeaux-style labels as being the ‘norm’ for wine.
We will be continuing to monitor this trend (and the other 8 we described in our February 2013 report) over the next few months, and will be publishing an update in early 2014.
Check our UK and USA reports for more on wine label design consumer insights.
Author: Lulie Halstead