Bottle Designing

To create a premium and exotic look for my brand, I know I want to use a bottle wrap to stand attention in retail among other wines on shelf.

Below is a quick prototype mock up of what I envision, using Japanese paintings and their culture (as I stated before) I want to create a mythical realm of wonder that encapsulates the wine in an unfolding story.

  • Collect and compose a painting of various stories in Japanese painting, that possibly might be told across different bottles or sections of painting?
  • Directional/chronological order? (→→→)

Mock-up Prototype Concept


  • Painting as bottle design?
  • The subject focuses on a narrative and storytelling, so creating a landscape painting that unfolds across in chapters? E.g. Set of paintings, triptych

Brand Name & Development

The term and concept “floating world” took to me, and I’ve linked it with the millennial desire to travel and discover. I’m using the term to visualise an exotic and adventurous eastern world of desire and wonder, something that millennials would buy into?

Ukiyo → ‘Floating World’


‘Ukiyo’ – Brand Name

“Ukiyo” Translation – Japanese

Font Testing

This is the Japanese translation, tested in different fonts.

  • I like the brush stroke-like appearance, a homage to oriental calligraphy
  • Perhaps complement this with type in English below? A small accompaniment translating the brand name


Digitally Drawn Type

A digital rendition of the name, but I think I need to test drawing physically with brush, as I could achieve a more authentic quality, and possibility for happy accidents.

  • Lack of rough aesthetic
  • Requires a more ‘lifelike’ look

Oriental Seal Stamp

The East Asian Seal is a marque generally used as a stamp and ‘finish’ in terms of a signature on personal documents, office paperwork or art as an identification sign of ownership.

  • I was thinking of using the seal as a potential logotype for my bottle, incorporating the cultural heritage as a visual cue to identify wine origin.

Japanese Culture

Japanese culture is multifaceted and complex, the Western world idealise them as samurai warriors and geisha’s etc. However the country has evolved greatly over millennia from religion and ancient traditions to contemporary urban life.

For centuries, the Japanese were isolated from all contact with the outside world (Sakoku), which resulted in a confined society, and consequently developed a unique and particular culture.

Key attributes extracted for this brief include:

  • Painting

Influenced by Chinese painting, the Japanese developed a more naturalistic style that allowed “greater spontaneity and individuality”. They mainly depict scenes of daily life, narrating events usually crowding with figures, which happens to be passed down into contemporary culture notably ‘Anime’. There are many conceptual variations of painting, most notably is the Ukiyo-e, a style created by woodblock printing. (Ukiyo means the floating world) They painted the popular customs and idealisms of the current time such as famous persons, beautiful women, folk tales, landscapes and even erotica.

Maybe creating an unconventional, crude brand idea would turn people onto it? Using the idea of “a floating world” into a fantasy for western interest.

*Millennials are attracted to new and evolving concepts

Ukiyo-e Painting

  • Pop Culture

Popular culture can be defined as youth culture, as they are at the centre of current trending developments in Japan today.

Interestingly post WWII, the now internationally famous character ‘Godzilla’ was created out of pacifism and war opposition. He is said to be a metaphor for nuclear weapons and the atomic bombings of Hiroshima and Nagasaki. In the original movie, he is a peaceful being created through the atomic experiments and mutation, however turned into a monster from the effects of the war.

Atomic Age would most likely turn people off the brand?

Interesting concept of today’s youth culture, blurring the boundaries of tradition and social constructs (Perhaps bring into branding?)

Japanese Scroll (Google Image Search)

  • Religion and philosophy largely divides the East from the West, which gives this impression of two wholly different worlds (Shinto and Christianity) This creates the “different taste” and life that millennial’s want to discover?

Market/Branding Research 2


‘Boarding Pass’ Wine

‘Finca Del La Rica’

‘Hunting Trail’ Wine

‘Strike’ Wine

‘VK Wines’

All various examples of challenging and innovative wine designs

Tesco Adds Chinese Wine To Its Shelves

A new wine, from China, “The Changu Moser XV Cabernet Sauvignon 2015” has hit Tesco shelves. The country has noted to become the second largest producers of wine in 2016, after Spain.

China is one of the world’s biggest consumers of wine, drinking almost two billion bottles of red wine each year. And now they are one of the largest wine producing countries in the world, ahead of the more traditional regions of Chile and New Zealand

James David (Wine Category Buying Manager, Tesco)

This particular move offers shoppers the chance to discover a unique and quality wine, at an affordable price.

Japan’s 2012 harvest yielded about the same amount of wine as Uruguay for the same vintage — and more than Canada, Slovenia, Turkey, Lebanon, Israel or any North African country.

In the 1980s, European wine producers viewed Japan as a potentially vast new market for fine wine, just as they see China today (or at least, until recently).

Jancis Robinson (Financial Times Writer)

Japan seems to be a serious contender for wine discovery, especially to be introduced to the Western world?


An Eastern discovery. The Wine industry traditionally finds its best regions in the Western world.

I’ve browsed the website of ‘ Co-op Food’, which is noted as the high street’s No.1 wine retailer.

All their wines are located from these countries:

  • Chile
  • Italy
  • Argentina
  • USA
  • Portugal
  • France
  • New Zealand
  • Australia
  • South Africa

Note none come from the East? Perhaps there is a gap in the market for introducing new, undiscovered wines from challenging and imaginative cultures? (Western/Eastern divide?)

This would appeal to the millennials desiring for wine from nice regions.


Initial millennial wine ideas, no solid concept yet?

Perhaps try narrowing down on a singular location? Difficulty creating a concept around multiple locations. Brand would be more appropriate and understanding around a singular area.

Market/Branding Research

Year upon year it seems that wine sales have increased, particularly in the UK where  the English wine industry grew its turnover by 16%, nearly trebling over the last five years.


“English wine has proved most popular with Londoners and those living in the Home Counties, where many of the country’s vineyards are located, who are 10 times more likely to choose English wines than the rest of the country.”


The wine world is clearly a growing industry, and as a result there are several reports on approaching and potential trends, including:

  • Millennial Growth & Coming of Age

The entire Millennial generation is now of drinking age; and 28% of them drink on a daily basis. Research has shown they don’t pay attention to how old a wine is, more so to its background and history. Perhaps due to millennials desire to travel? Thus showing interest towards discovery of adventure and the new?

It has proven they also pay attention to creative branding. Brands such as The Federalist has shown it grew by 423.8% in the US between 2014-2015. This is due to its colonist themed packaging, different from generic wine labelling.

‘The Federalist’ Wine

This brand delivers cultural heritage, something which appeals to the generation. Its ‘authentic’ aesthetic suggests genuine truth, something that gains trust and loyalty from the consumer.


“We see that younger Millennial consumers are interested in trying new varieties and wines from regions they may not have heard of.”

Jordan Sager, Vice president of Winesellers


  • Women Dominating Sales

In 2015 women made up 57% of wine sales. More interestingly 22% impulse bought, which was based on bottles that stood out from the others – This is the key moment where design comes into play. 

The majority of women said that they were taken by “traditional/classic/sophisticated” designs, others said “fun and fanciful” and “witty and clever”. Interestingly one of the lowest answers was “brightly coloured”Contrary of ‘standing out’?

  • Social Media

As wines purchases have been based on cultural, traditional and intriguing relevance, it questions how social media comes at an advantage?

Take The Federalist who we saw previously, appeals to the millennial male market through cheeky and quirky social posting. Also an app which allows users to “federalise” themselves into the illustrative style of the wine label which can then be shared to their friends and others. Thus simultaneously keeping in current trends and increasing its market range.

Another brand recently utilised hashtags into a campaign titled #WhatsYourMotto, encouraging people to engage with conversation to share their own mottos relating to wine subsequent lifestyle.

  • Wine Slushies

In 2016, wine slushies had become a trending summer staple. They have been around for some time however have only recently caught the eye of the consumer and DIY world.

Perhaps creating a brand that revolves around a party/relaxing scenario? E.g ‘Pimms’.

Branding – Wine Brief

Our brief asks us to research, analyse, design and develop a concept and identity for a new brand of wine.

We need to consider the context and understanding of the current market and who we are targeting; directing our idea so it is suitable for the consumer, and is fit for purpose.

  • Consider background research – the current and previous marketing of wine
  • What design solutions and promotions for alcoholic packaging are there currently?
  • How is wine directed into a ‘lifestyle’? – Visual imagery, language used, promotional materials, is taste influential?

“A good brand strategy stays faithful to it’s current market and does not alienate the customer base but should attract a new clientele”