Jordan Estate Tales - Volume 10, 2015 - 18

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FUTURE
Evolution of an Iconic Label

W

alking the fine line between change and tradition has
become commonplace at Jordan. We're always trying
to improve upon our crafts, but change for change's
sake should never be an end in itself. The pursuit of excellence
requires a willingness to explore and experiment; however, too
much change and the proverbial wheels would come off.
It is this balance that made our recent label redesign project
such a significant undertaking. In 2011, Sonoma County passed a
conjunctive labeling law, requiring all wineries to list the county of
origin on their wine labels by 2014. In 2010, we decided to invest
in a new state-of-the-art bottling line that would demonstrably
improve the quality of our wines but no longer supported the
glue-backed wine label placed on our bottles since the 1970s.
We elected to view these events as an opportunity.
We began by lining up every label of Jordan Alexander
Valley Cabernet Sauvignon since the inaugural 1976 vintage.
The original vision for the label was inspired by the finest Bordeaux
labels and printed with an intricate steel-engraving technique
called intaglio that imparted a texture similar to that of money.
Although the labels underwent several small changes over the
years, the cumulative effect of those changes was dramatic when
a bottle of 2010 Cabernet stood next to that of a 1976. Jordan
Cabernet Sauvignon labels had become nearly an inch and a half
18

smaller over time, and their colors had changed as well. 1980 was
the last vintage with a message from a Jordan family member on
the back label, and 1993 was the last vintage of Jordan Cabernet
Sauvignon with a taller front label.
Selecting a taller front label sitting higher on the bottle resulted
in aesthetic balance. A message from John on the back label
describing the Jordan philosophy and style of the carefully crafted
wine inside brought our project full circle. Once we decided on the
Cabernet Sauvignon label, the Chardonnay fell quickly into place.
The next step was developing a strong partnership between our
designers at CF Napa and a printer utilizing the most innovative
techniques in label production. By moving our printing from
American Bank Note in Tennessee to CCL Label in Sonoma,
print quality and processes were improved. Label application
transitioned from glue-backed to pressure-sensitive for better
adhesion to the bottle. A new type of paper was selected that
could withstand long periods of chilling in ice buckets. We were
also able to use more eco-friendly inks and printing techniques,
incorporating fine embossing that preserved the rich texture of
the original design. We achieved the same level of detail and
quality as steel engraving and felt fortunate to be working with
suppliers that cared as much as we did about making the best
label possible.

http://www.jordanwinery.com/wines/alexander-valley-cabernet-sauvignon http://blog.jordanwinery.com/2010/11/video-creating-the-jordan-wine-label-and-refining-it-today/

Jordan Estate Tales - Volume 10, 2015

Table of Contents for the Digital Edition of Jordan Estate Tales - Volume 10, 2015