Visions on the Future of Labelling by Dennis Dominiguez - Peter Schmidt Group GmbH
What do designers and brand owners think about the future of product labeling? FINAT asked them in a series of video interviews about their vision and thoughts. See below the interview and transcript of Dennis Dominguez of Peter Schmidt Group GmbH.
Visions on future labelling Dennis Dominguez - Peter Schmidt Group GmbH
Hi, I'm Dennis Dominguez, I'm a designer at the Peter Schmidt Group in Hamburg and I work on brand and packaging design clients.
I think labels in the future will become more diverse, as consumers really seek individual experiences and the best brands tell the better stories… so we need to have a strong brand with a really interesting character that you want to hear more about.
One example where we created a brand and packaging design focusing on a strong brand story was our wine packaging for Wine Hunters. The wine segment, similar to the craft beer segment, is undergoing a huge change - a lot of young wine makers are coming in, rejuvenating not only the product but also the brands.
So, when we came up with Wine Hunters, we wanted to do something very different to what we had seen before. Wine Hunters is not what you would think of as a normal vineyard; instead it is six friends who are wine makers while also having different jobs, going out into the world and gathering inspiration and tastes. Then, they come back together to create the best wines.
So, we took the name Cool Hunting, which is known from trend scouting, meaning that they go out into the world, look at trends, and then they come back and try to utilize and adapt them to the vineyard and the wines they make. We decided that the brand should be called Wine Hunters.
Everything visually about the brand is connected back to hunting. We have the bullseye, which shows the logo together with the W and the H, and we have the bullseye on the outer packs, actually showing the year when the wine was made. And, if we show labels, we always have a hunting tool in there, be that an arrow, a hook, or something else.
With regards to the label, we really wanted to create a combination of techniques to make the story as thrilling as possible so we used printed colours, a dye card and a shaped label to show the special terroir and hunting ground each wine would have.
Looking forward five or ten years from now, I think everything - in terms of design - will get more connected. We live in an age of experience so people really want to get the most out of life and this will also be relevant to design and packaging design, graphic design, label design, and interactive design. I think smart labelling is a really interesting trend that's going on.
Click on the names below to view the other interviews.