Label & Litho Printing in New Zealand were after a clever label concept to showcase their new repositionable label technology, along with a Season’s Greetings message to send to clients.

We have worked with them over a number of years where they provide the specific print technique that they want to feature to their clients and we come up with an idea that brings the technique to life.

After a terrible year due to the global Covid pandemic, we wanted to create something light-hearted that lifted spirits a little and, given the fact the labels could be easily removed and replaced on the bottle, something interactive.

We found a simple link with noughts and crosses also being hugs and kisses. The fact that no one could physically hug or kiss loved ones during the pandemic was something we wanted to highlight in a fun way.

The simple sleeve over the bottle contains clever, personable, reflective copy, a brief wine description, and the removable adhesives, inviting people to play.

Subtle high build textures were used for each letter to further highlight the printer’s capabilities and bring a tactile, quality feel to each label. We worked closely with Label & Litho Printers to get the right level of texture (both gloss and matt builds) so that there was a subtle but unique tactile feel to each letter.

We wanted the overall look to be simple, clean and stripped back to reflect the quality of the wine and encourage discover and touch of the textures.

A clear adhesive label was applied to each bottle to form the grid for the games to begin.

As if the Christmas period doesn’t create enough arguments, what better way to spark some more – alcohol and competition, what could possibly go wrong?!

The uniqueness comes from the new and innovative technology of replaceable labels. By tying this up in a game and also a festive message, it creates an engaging piece that is fun and most importantly, memorable.

The labels created a humorous and engaging package that was used by both old and young. The idea of games, wine and family at Xmas is synonymous with the season and creating long memorable connections. Bloody good wine too!