That’s because quality alone isn’t enough to make a product “premium” in the mind of the consumer. According to a Nielsen Report, 38% of consumers say premium products are “defined by superior design or style.” That’s closer than you might think to the percentage of consumers that said premium products are defined by higher quality (54%).
Simply making a wine (or any luxury product) that’s “better” isn’t necessarily enough to command a higher price point – a brand’s packaging has to look the part. When consumers buy premium, it makes them feel confident and successful.
And when looking to make a statement with a label, custom label shapes, embossing, foil stamping and tactile varnishes are just the beginning. The premium spirit, wine and personal care markets are saturated with thousands of new, premium options. To stand out, brands have to do something very few others are doing with their packaging.
Something like double-sided labels.
What are double-sided labels? As the name implies, double-sided labels have graphics on both faces of the label construction. If applied as the back label on a glass bottle containing transparent or light-colored liquid, the inward-facing graphics give a backdrop to the front label.
The back label on a vodka product, for example, is two-sided. The inside graphics are intentionally designed to create a forced perspective effect – drawing the consumer’s attention to the label in the front containing the brand name. This product stands out when placed on a shelf of similar vodka products with simple, full-face front labels.
Double-sided printing, in general, isn’t new. Labels have had two sides before — think instant-redeemable coupons (IRCs), smooth peel labels and extended-content labels (ECLs).
But when talking about the type of two-sided label construction that’s taking off in the high-end spirits industry, we’re talking about a very specific label construction. These labels are actually comprised of two labels that are laminated together to form a two-ply construction, with the following steps listed below:
- The base material, which is adhered to the bottle, is always clear biaxially oriented polypropylene (BOPP) film.
- The graphics intended to show through the bottle are surface printed onto the clear BOPP. To make sure they display correctly when applied, they are printed in the wrong direction.
- Then a layer of opaque white ink is printed on top to make sure the graphics from the other side of the label won’t show through to the front, and vice versa.
- The base material is slightly larger than the outer material, which allows for registration marks and precise alignment between the two pieces of material during the lamination process. During assembly, the excess material of the base layer is trimmed away.
- After lamination, the shopper-facing graphics are surface printed on the outer material.
- Finally, a protective coating, either a laminate or varnish, is applied to the two-ply label construction. While laminates are most commonly used when the outer material is BOPP, varnishes will be used with felts and estate papers to maintain the textured feel of the material.
The Mary Rose Gin back label, for example, is accentuated with foil. The company used a silver outer material. And instead of doing a full-coverage layer of white ink on top of the base material graphics, it opted for partial coverage, letting some of the silver on the outer material show through, accentuating the compass design.
The Beach Badge Vodka label utilizes the viewfinder effect. The blurred graphics on the back label create a sense of depth, forcing the consumer to look at the front label. And that forced perspective looks different depending on how the consumer is holding the bottle.
The Slippery Slope Ice Wine bottle is a great example of the double-sided label at work. By wrapping the label around the bottle two full times in a helix pattern, the inward-facing graphics are visible from all 360 degrees. In doing so, they also eliminated the need for a back label – both sides of the double-sided label are visible from any angle. - Marsha Frydrychowski, Resource Label Group