Organic Wines and the Importance of Packaging
Organic wine, and the importance of packaging design for this growing trend
Organic Wines are increasingly popular. This is undoubtedly due to the growing popularity of organic products at large. Although still considered niche, there is increasing demand for organic food and wine.
Consumers are increasingly aware of what they consume and the impact it has on the environment. And, to meet the needs of a changing market, more brands in the food and beverage space are starting to produce out organic products, and the wine industry is no exception.
Understand Customer Motivations
Our motivation to purchase a particular product over another is influenced by our underlying values.
While some individuals may be motivated to purchase a product due to price, consumers who seek out organic products are often concerned with their health, diet, the environment, and fair labor throughout the supply chain- and they are willing to pay a premium for that.
The way brands communicate with their customers should convey these primary values. When it comes to wine, this communication is most often done through packaging.
Differentiating Organic Wines from their Conventional Counterparts
In the wine industry, there is a wide, and often overwhelming range of options available. It is therefore essential that the packaging of organic wines is differentiated.
The bottle should always reflect the brand uncompromising dedication to quality. As organic products are generally more expensive, it is crucial that the design elements speak directly to the values of the consumer. This way we can guarantee that, through packaging, we will be communicating directly and correctly with the target audience.
Organic products have unique needs in comparison to their conventional counterparts. For example, the fact that the ingredients are all natural will affect the shelf life and sensitivity of the product. These nuances are critical to communicate in the package design of organic products.
Key Factors to Consider in the Packaging of Organic Products
There are a multitude of factors to consider when it comes to label and package design for organic products. It is important to ensure that packaging lives up to the brand’s mission and values.
The most effective packaging design follows the key principles ecodesign, a concept that emerged in the US in the1990s. This concept aims to develop products that contribute to sustainability.
An addition, effective packaging for organic products also focuses on:
Visibility
Packaging meets all necessary regulations and requirements, yet clearly stands out and catches the eye of potential customers.
Shoppability
To make the consumer journey as frictionless as possible and give the customer exactly what they are looking for, the benefits and USPs (unique selling point) of the wine should be clearly conveyed through the packaging.
Differentiation
Organic wines do not only compete with other organic wines, but with all available wines on the shelf. Make sure yours looks different.
Clear and Simple Message
At the moment of decision in the customer journey, a brand only has mere seconds to attract the attention of consumers, hence the importance of packaging. In the case of organic products, a brand must quickly convey the basic values: nature and purity. and Clear and concise communication of these attributes is critical in facilitating the customer journey.
Usability
Could this packaging be reused or repurposed after fulfilling its primary function? In the case of wine, could the bottle be a vase, or a candle holder? A beautifully designed package can stand on its own, even without the product inside.
Sustainability
The consumer’s expectations for a product are one in the same with the way it’s presented. Therefore, the environmental impact must also be considered in the packaging of a product. The adoption of 100% recyclable or biodegradable materials is highly encouraged, as the packaging should reflect the values of the product that’s inside.
Transparency
Transparency is critical in the success of natural and organic products. These brands rely on full transparency to demonstrate that their principles are genuine.
Quinta do Cardo: A Success Story for a Portuguese Organic Wine Brand
In 2014, Quinta do Cardo was certified to start producing exclusively organic wines.
Our team was asked to develop their new identity, including a slogan that defines the brand’s new positioning: “High altitude vineyards, 750 cm.”
In the wine industry, production is relatively homogeneous, making it difficult to achieve differentiation. Clear positioning has become very important for the brand, particularly within the world of organic wines.
By positioning the brand as the tallest organic vineyard in Portugal, we were able to create a Unique Selling Proposition. Due to the high altitude, the thermal amplitudes are a constant (hot days and cold nights). This factor gives rise to fresh, mineral wines with great potential for evolution.
To build the visual identity of Quinta do Cardo, we designed a thistle flower. This flower is a typical species of the region and gives the name to the brand. After all, nothing is better than an obvious and memorable symbol to represent a great brand.
Around the thistle, a bird and an insect bring the label to life and help build the narrative. Given that biodiversity plays a vital role in organic farming, the message of harmony and sustainability is conveyed through this image.