Exploring Design and Branding in the Wine Industry

The purpose of this presentation is to explore the importance of design in branding and its effect on consumers in the wine industry. In today’s fast growing and competitive markets, it is essential for wineries to have standout packaging design and branding to connect with consumers. This presentation is composed of three sections. First is an exploration of the existing research on branding and package design from a marketing and design perspective, looking at wine industry trends, and investigating the marketing and visual design elements that go into creating a strong brand - as well as investigating how design is the differentiating factor that allows a brand to effectively communicate to its consumers. Secondly I compare and analyze local wineries, their different designs, brands and marketing strategies and whether or not they are successful. Thirdly the presentation will demonstrate and use tools found in the research to create fresh new brand and packaging design examples. These factors highlight the influence of good design on consumer purchasing decisions, as well as the important role design plays in creating successful wine brands