New look for Libera’s entry level wines
It happens often in my practice to rejuvenate existing designs. This is always a difficult situation and a lot of circumstances that you should pay attention to.
I started Libera wine packaging rejuvenation with clear idea that I had to change almost everything but keeping at the same time the general idea behind the existing design.
First I picked a classic tapered bottle to replace the existing one. I was really looking for more masculine and strong presence of the bottle.
Second – I redesigned the logo completely. The old one looked more like customized clipart rather than real logo. I will not mention here how many Pegasus images I did until I get to this final one. Maybe at least 50.
Creating a strong memorable logo was one of the key elements in my work for Libera wine packaging rejuvenation. In this project having a good logo is almost like having everything!
Step 3 – the label.
After changing the bottle, I knew I should change the label completely. What I kept from the old one was the large size of Libera brand, proper logo position and good color recognition for each variety.
We started with 5 wines and each had unique background color. The range was open to grow with more wines in future due to my simple but efficient design.
The other major change I did was the paper. Old labels used nice paper with even elegant textured, but it somehow really got lost in this design. In my version I used micro grained paper with semi-metallic reflections produced by Arconvert. The logo is stamped with warm gold hot-foil and deep embossing. Libera brand is overprinted with fine raised varnish. The capsules are changed too – I did two versions using gold or black background and placed Libera’s new logo at the bottom of the capsule.
In this wine packaging rejuvenation I was aiming for strong, simple and modern design, focused on the brand logo and possessing excellent color recognition between all wines inside the range.
Client: Libera Estate
Wine Label Designer: the Labelmaker
Photo: Jordan Jelev