Package Design - January/February 2016 - (Page 56)

FIELD NOTES the verdict the design Straight to Lovers' Hearts Limited-edition packaging aims to seduce with lace and kisses. With the launch of the Korbel Brut Rose California Champagne "Romance" sleeved bottle, the vintner aims to offer a modern interpretation of Valentine's Day. A simple white background conveys elegance, while modern, understated typography in hot pink and black contrasts with an element of whimsy. Hot pink lip prints and a wisp of black lace at the black foil hints at the flavors inside. The wine is known for its distinctive pink hue, has generous strawberry and black cherry fruit flavors, fine and persistent bubbles, and a hint of sweetness in the long, crisp finish. The brand says, the strawberry and black cherry flavors pair well with holiday favorites, such as decadent chocolate mousse, classic chocolate layer cake or simply a box of chocolate covered cherries. Do Package Design readers think the limited-edition offering will help steal hearts, or should Korbel draw back its bow and try again? The perfect beverage package for a romantic base (cueing a milk bottle or even a bowling Valentine's Day date! The black and white pin). There is also something uncomfort- lace is reminiscent of thigh-high stockings, able about the full shrink coverage, which when paired with the kisses, it is just the right feels lower quality and makes me wonder if balance of sweet and sexy. Simple modern something is being hidden. typography supports the clean design while Shelley Markoulis still clearly communicating brand and variety. Full shrink sleeve labeling allows for the white Independent packaging innovation, strategy and design consultant background, which pops against the rest of the category of mostly dark bottles with Today's romantic couple is more than just black lace (an obvious homage to sexy linge- small spot labels. So cute, I almost don't care the traditional male/female pairing. When rie), the graphics conjure up images of women how it tastes! developing packaging for the masses for as playthings for their male counterparts. Tracy Malkowski something so specific to the season of love, I feel the design missed its mark for to- all types of love should be respected if not day's younger, hipper and diversified couples, necessarily represented. and I feel a more sophisticated take on the Although I like the color scheme as it does color scheme-perhaps a dark bottle and The lip prints and lace are interesting design closely hint at the flavors of this product, and I hints of pink in the typography with subtle elements to provide differentiation and a fun see where the designers were going with the design elements instead of clipart-type of whimsical feel for this holiday-themed pack- idea (think 50 Shades), I feel the visual still rep- imagery would have gone a longer way to age. However, the overall execution feels a resents the stereotyped objectification of the represent romantic couples of all types. bit schizophrenic and disjointed; sleek and female. With the pink lips against stark white sexy at the top with a confusing pure white (bringing to mind lipstick on the collar) and Elaine Lombardo Senior design manager, beverages, U.S. marketing, Campbell Soup Company Creative director, Lombardo Creative Designs WANT TO HAVE YOUR PACKAGE DESIGN HIGHLIGHTED in this column or comment on future, spotlighted package designs? Contact Linda Casey at and type "Field Notes" in the email subject line. 56 JANUARY/FEBRUARY 2016

Table of Contents for the Digital Edition of Package Design - January/February 2016

Package Design - January/February 2016
Table of Contents
Editor’s Letter
Front Panel
Defiant Designs
Fruits of Their Labor
Celebrating Design’s Best
Debate & Discuss Preview
Branching Out
Product Focus: Closures and Bottles
Index of Advertisers
Field Notes: Straight to Lovers’ Hearts

Package Design - January/February 2016