Winemakers On Fire, Issue #14

Good day, and a warm welcome!

In a world where consumer choices resemble a bustling marketplace, countless products compete for attention, and first impressions are quick and unforgiving, your brand's identity is constantly under scrutiny. In this unforgiving landscape, packaging has emerged as the unsung hero, the silent ambassador of your brand. It’s the first handshake, the first smile, and the first sentence in the story you have written for your audience. Yet, for many businesses, the pivotal role of packaging in defining their brand often remains an untapped secret.

If you have ever wondered why some brands have a magnetic allure while others struggle to make an impression, this week's Insights to Fuel Your Mind article has your answer. Here, we will look at the powerful role packaging can play in shaping your brand's identity and how it can propel you from obscurity to distinction. Whether you are a seasoned marketer looking to revitalise your brand's image or an aspiring entrepreneur looking to make a memorable entry into the market, this week’s article will serve as your guide to the world of packaging as your brand's defining identity.

In this week’s edition of Winemakers On Fire, I'm republishing (with enhancements) the interview we did with Johan Malan, 3rd generation winemaker at Simonsig Wine Estate. We've had a lot of new readers join us since then, so this will be new to many of you. Also, Jordan Jelev, “The Labelmaker,” walks us through the intricate design process that brought the Via Aristotelis Barrel Selection project to life.

Just some general housekeeping: You've come to the wrong spot if you're seeking doom and gloom about everything that's happening. Here, we only offer upbeat assessments and believe in embracing the future. As Kevin Kelly accurately stated, 'The future will be shaped by optimists.'

Meet Johan Malan: Simonsig Wine Estate's 3rd Generation Winemaker and Managing Director

Simonsig Wine Estate is synonymous with the history of the South African wine industry, the Stellenbosch wine region, and the Malan family name.

These elements are intertwined on this family-owned farm, where the late Frans Malan produced the first bottle of their much-loved Kaapse Vonkel, South Africa’s first Méthode Cap Classique made in the classic bottle-fermented style. He is also honoured for co-founding the thriving Stellenbosch Wine Route, a first in its time. Today, his legacy lives on through his son Johan and grandchildren Francois-Jacques, Christelle, and Michael, the 2nd and 3rd Malan generations at Simonsig Wine Estate.

Johan Malan, 3rd generation winemaker and Managing Director of the legendary Simonsig Wine Estate, joins us today.

How did you get started in wine?

I was fortunate to be born into a family of wine growers on both my mother's and father’s sides. I grew up on the Simonsig Estate and lived the whole journey from the very beginning of Simonsig Estate, when it was first bottled in 1968, until the present day.

Do you have a degree in winemaking?

I studied at Stellenbosch University for a BSc in Agriculture, majoring in Enology and Viticulture. My father obtained a Masters in Enology, and my son also qualified in Enology and Viticulture at Stellenbosch University.

What has surprised you about being a winemaker?

The effect something seemingly insignificantly small can have on the taste and quality of wine. The difference one millilitre of dosage can make on the Kaapse Vonkel can be quite remarkable and continues to fascinate me. We should never underestimate the sensitivity of the human organoleptic senses.

What goals in winemaking are you still working to achieve?

My son, Michael, is now the Cellar Master at Simonsig, but we still work closely together, and our constant striving to improve quality is best described by the Japanese philosophy of Kaizen, the art of constant incremental improvement. I would not mind making Champagne in France.

Who do you most admire in the world of South African wine, and why?

I admire the young generation of winemakers and the many exciting new wines they make and bring to the market. They are well educated and well travelled, with experience in Old and New World wine regions. Not forgetting that they stand on the shoulders of the previous generations who laid the foundations for them.

What do you find to be the hardest part of harvest?

Judging the vintage when you are in the middle of the harvest. Taking all the factors, influences, and signs of the whole vintage into account and interpreting them to make the right decisions for the wines.

What makes your wine unique?

Simonsig is situated in the prime region of Stellenbosch, on the foothills of Simonsberg. The soils are of weathered shale and granite origin, and it’s hard to find better soils. The close proximity to the cold Atlantic Ocean gives us a mild, moderate Maritime climate ideal for growing quality wine. The origin and our wonderful terroir make our wines unique.

How has climate change impacted your approach?

Rainfall has been more erratic in recent years, and despite having good water resources, it has been less predictable and reliable, so we’ve had to compensate for that and plan very scientifically how it is utilised in the vineyard. Another exciting project we have been working on for more than 10 years is to explore the white grape varieties of Southern France, where the climate is much drier and warmer. Their varieties like Marsanne, Roussanne, Grenache Blanc, Picpoul, and Bourboulenc still make quality wines with great natural acidity under these conditions. The Grapesmith Mediterraneo and Die Kluisenaar are two very exciting wines we make from these little-known varieties.

Thank you, Johan, for generously sharing your valuable insights and expertise with us. Our best wishes to you and your team for continued success at Simonsig Wine Estate.

INSIGHTS TO FUEL YOUR MIND

Packaging: The Defining Identity of Your Brand

Packaging has emerged as a critical component of a brand's identity in modern marketing, where first impressions matter more than ever. Packaging, in addition to protecting and containing products, plays an important role in shaping consumer perceptions and influencing purchasing decisions. In fact, it would not be an exaggeration to say that, in many cases, packaging is the very embodiment of a brand. This article investigates why packaging has such a stronghold on consumers, examining how it communicates brand values, captures attention, and creates memorable experiences.

The Visual Communication

A brand's packaging acts as a direct visual communication channel between it and its target audience. It is frequently a consumer's first encounter with a product, and as the saying goes, "you never get a second chance to make a first impression." The packaging's design, colours, typography, and overall aesthetics can convey a wealth of information about the brand's identity, values, and intended use. Packaging design is a language that speaks directly to the consumer's emotions and desires, whether it is the minimalist elegance of luxury brands or the vibrant and playful designs of children's products.

Reflecting Brand Values

Packaging serves as a blank canvas for a brand's values and ethos to be painted on. It's an opportunity to showcase your commitment to sustainability, quality, innovation, and social responsibility. Eco-friendly brands, for example, frequently use materials and design elements that reflect their commitment to reducing environmental impact. This alignment of packaging and brand values creates a powerful narrative that resonates with conscious consumers, strengthening brand loyalty and advocacy.

Creating Emotional Connections

Memorable packaging has the ability to forge emotional connections that extend beyond the product itself. Brands can use packaging to tell stories, evoke nostalgia, or make consumers feel understood and valued. Unboxing experiences, where the act of opening the packaging becomes an event in itself, have become a marketing trend. The anticipation, the tactile engagement, and the careful reveal of a well-packaged product can create an emotional bond that endures long after the purchase.

Standing Out in the Crowd

In a crowded marketplace, standing out is a monumental challenge. Packaging serves as a brand's first line of defence in this battle for attention. Unique, distinctive packaging can capture eyes, stop scrolling thumbs, and turn casual glances into intrigued stares. Bold and imaginative packaging not only piques curiosity but can also lead to social media sharing and word-of-mouth recommendations, amplifying a brand's reach and impact.

Lasting Impressions

Long after the product has been consumed or used, the packaging remains as a tangible reminder of the brand experience. Consumers often repurpose aesthetically pleasing packaging, transforming it into storage solutions or decorative items. This extended life of packaging ensures that the brand's presence remains in the consumer's environment, reinforcing brand recall and loyalty.

Conclusion

Packaging is more than just a container for products; it is the outermost layer of a brand's essence. Its role in shaping perceptions, triggering emotions, and communicating values is unparalleled. In today's fiercely competitive marketplace, where differentiation and engagement are key, investing in innovative, thoughtful packaging is a strategic imperative. For brands aspiring to leave an indelible mark on their audience, embracing the notion that "packaging is the brand" could very well be the key to their long-term success.

Crafting Excellence: The Labelmaker's Striking Design for Orbelia's Premium Wine Brand

The Via Aristotelis Barrel Selection stands as the latest and most precious addition to Orbelia's ever-expanding collection. This top-tier premium brand is meticulously crafted from just two handpicked barrels, embodying a commitment to limited batches, unwavering attention to detail, and the pursuit of extraordinary wines. It transcends being a mere upgrade to the existing Via Aristotelis range; it's a dedicated endeavour to transform each sip into a miniature treasure.

The creation of this wine packaging design was no small feat, presenting a formidable challenge. Firstly, it was conceived for exceptionally ambitious premium wines, and secondly, it pushed the boundaries of competition within the company itself. Most of Orbelia's wines are conceived under Jordan Jelev’s direction, steadily elevating the brand's prestige. With the Via Aristotelis Barrel Selection, he has set a new pinnacle for this producer, albeit just for now. The outcome is a striking package adorned with an eye-catching label that harmoniously blends paper and metal into a single, captivating image. The label invites wine enthusiasts to unravel an array of intriguing details with each and every pour.

Today, we have the privilege of delving into the mind of the creator, Jordan Jelev, “The Labelmaker”, who will walk us through the intricate design process, unveiling the artistry and innovation that brought the Via Aristotelis Barrel Selection project to life.

The Project

The Via Aristotelis Barrel Selection is the newest and most precious gem in Orbelia’s growing portfolio. Intended as a top premium brand, it consists of only two selected barrels. Limited batches, attention to every detail, outstanding wines—this is the philosophy behind this new product. It is not simply an upgrade of the existing Via Aristotelis brand but a professional attempt to create a wine that will turn every sip into a small treasure.

The Challenge

I won’t be able to tell you everything behind the creation of this wine packaging, but this project was a real challenge. First because it was designed for very ambitious premium wines, and second because projects like this throw you into competition with yourself. Most of the wines at Orbelia were designed by me, and step by step we have raised the level, making more and more prestigious brands. With the Via Aristotelis Barrel Selection, we set the highest level for this producer. For now.

The Execution

Bottle – we picked the Bordeaux version of the incredible Antik bottle by Saverglass. The Orbelia premium brand used the Burgundy version of the same Antik bottle, so this time it was quite logical to use its tapered brother. This bottle has a strong presence and a unique, attractive look that complements elegantly the feeling we were aiming for in this wine packaging design.

Sealing – we used black semi-matt sealing wax. Every bottle is manually dipped in melted wax, like they did in the old days.

Paper – I picked one of my favourite papers by Arconvert, the Ispira Nero Mistero. Produced in a natural black semi-matt colour, this paper corresponds visually with sealing wax and blends elegantly with the deep glossy black of the glass bottle.

Print – I love to play with different aspects of the black colour, and this time I used high-build transparent varnish to print the Barrel Select title against the black paper background. The Via Aristotelis text is stamped with white hotfoil. The linear pattern in the top half of the label is printed with black glossy ink and then debossed, which makes it look like carved grooves.

Together with the diagonal shape of the label, this pattern is taken from the original Via Aristotelis label to visually indicate the origins of this new wine packaging design.

At the top of the label, we reserved a special place for the gold octagonal seal with the embossed VA monogram on it. In fact, we used embossing and debossing on this metal seal to achieve the maximum possible 3D effect.

The Result

The result is a stunning package enhanced by an eye-catching label that combines paper and metal in one unique image and gives wine enthusiasts the opportunity to discover more and more new details with every pour.

Thank you, Jordan, for generously sharing your expertise with our readers. Your insights have enhanced our understanding and appreciation of the artistry behind the Via Aristotelis Barrel Selection packaging.

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