TORONTO — Château des Charmes’ entire line of wines has been redesigned by Toronto-based Fish out of Water Design. The new labels were created to broaden the appeal of the wine to include a younger wine drinker without alienating the brand’s loyal customer base.
“Our mandate was to take the wines from a fairly traditional look to the right combination of contemporary but classic design,” says Rebecca Hamilton, partner and vice-president of Client Services at Château des Charmes.
“The key design element of the new labels is the chateau itself, the foundation for the winery’s history,” adds Charlene Codner, partner and vice-president of Creative Service at the agency. “It’s featured across the top of each wine label set against a stylized illustration of the Niagara escarpment to give the wines a sense of place and identify them as Canadian in origin. Formal black and gold foil is replaced with a sophisticated charcoal and cream palette that softens the look and makes the wines more approachable.”
The new labels are the first in Canada’s wine industry to include a scannable QR (Quick Response) code. Wine lovers simply point their camera phone at the code and take a picture before being redirected to a website with background information about that specific wine.