We have a humorous brand concept that requires a wine bottle label design: "King Shag".
A “King Shag” is a seabird endemic to New Zealand, living predominantly in the Marlborough Sounds, close to the well know winegrowing region. Google images has plenty of shots of the bird, also http://www.birdlife.org/datazone/sp…hp?id=3689
The “King Shag” label is targeted at the less-involved wine consumer, one who treats wine as a beverage for sociability, not for discussion or cuisine matching. They purchase at the lower to mid-range of pricing, but know the style of wine they prefer (eg sauvignon blanc, chardonnay etc). The occasion would be relaxed and casual: a party or barbecue, a summer evening outdoors or an impromptu dinner at home with friends. Sales channels will be independent liquor stores, beverage retail chains, supermarkets and online retailers. The price point for KS will be at the lower, high volume end of the market. The consumer is male or female, 22-45 years, Anglo Saxon descent or culture.
The interest factor/brand buzz is centred on the alternative uses of the word “shag” – in the UK, Australia and New Zealand it refers to sex, often casual and satisfyingly brief: “We had a great shag last night!” “Shag” can also be a term for a sexual partner “he/she was a good shag!”
A person can also be “shagged” in a different sense – exhausted, wrung out after sports or a physical labour. All Black Captain Richie McCaw after the rugby World Cup final: "Oh mate, it’s hard to describe. I’m absolutely shagged." http://www.facebook.com/pages/Ritch…1959683744
Taking this “laddish*” angle allows consumers of “King Shag” to utter witty comments such as:
“It must be time for a shag”,
“Jenny’s a big fan of a shag”,
“Nothing like a shag, eh?”
“Thought you might like a shag”
Right up to the all-or-nothing “Could I interest you in a shag, baby?”
(think Austin Powers)
Despite this low-brow byplay the King Shag front label will present a wine of great value and quality – it’s not a frivolous or cheap offer. So we play it reasonably straight on the front label – almost.
Our thinking is that a drawing/cartoon of the regal seabird will dominate the label, but that a closer look reveals a sly wink. The bid needs to have enough of a human expression to deliver the attitude, but it's not a Disney cartoon. There are some attachments of bird cartoons that show their character and attitude, they're not what we're seeking for our King Shag, but a little bit of that will go a long way.
The back label copy will deliver the witty shag-a-delic message to our receptive audience.
We need a front label design that presents the brand and the bird. Ideally shown on a bottle shape so we can see approx dimensions and how it might look. The copy on the label should include:
King Shag, Sauvignon Blanc 2011, 13% alc/vol, 750ml, Wine of New Zealand
If you feel we can get less serious/more humorous on the design, then go that way, but it needs to be based on the bird, not the act.
The attachment has the current "straight" King Shag label, which has sold exceptionally well in the USA via Trader Joes.