“I need a wine label design”- this is a common phrase that I hear when I’m getting acquainted with a new client and project. While it is true, they do need a wine label designed, the unspoken yet more powerful portion of the statement should be, “I want to sell wine”.  And its important to differentiate between designing pretty packaging and designing packaging that successfully and precisely supports sales to the target audience.

Design just for designs sake, slapping a pretty piece of art on a product and calling it packaging, may indeed sell some product and have some success. However, in a well designed product every design element of the particular package should be chosen with a singular purpose in mind: encourage the target audience to interact with (and purchase) your product. In the absence of a purchasing the secondary goal should be to increase your brands visibility and perceived value.

Once in a while I like to share a client’s product that we have really enjoyed working with on. In this case, the clients have a great idea for a product and the product truly fills a need in the market. Epicure is high quality skin cream that greatly reduces the irritating side effects of radiation for cancer patients skin.

When we started working on the design, our goals were to convey the soothing qualities of the product as well as to reflect the clinical nature of the product. We chose a mild blue for the background and a simple silver accent. In building the branding of the product, we used the two tones of blue and silver in the lower case “e” to symbolize the healing action on the surface of the skin.

Keep your eye out for more high quality products to come from this company.