The evolution of domestic wine labels
The rise of domestic wine began in the mid-1990s. The main wine brands include traditional brands such as Great Wall, Changyu, Dynasty, and Weilong. It is from this period that they have reshaped their brand image. At that time, the design style of wine labels was mainly influenced by wine labels in traditional wine producing countries (commonly known as the Old World) such as France and Italy, and the design emphasized traditional.
With the import of wine from the United States, Chile, and Australia (commonly known as the New World) in recent years, it has broadened our horizons and refreshed our horizons. At the same time, the younger generation who pursued fashion and dared to experiment has gradually become the main group of wine consumption, prompting the wine label design of various wine brands to boldly change in the direction of fashion and individualization.
The expression of fashion is embodied in grasping the connotation of the brand, breaking conventions and trying boldly in the shape, graphics, color of the wine label, etc.; the performance of individualization is that each brand is based on its own brand appeal, combining its humanities, geography, etc. The conditions have formed the unique expression of each brand, created a batch of wine labels with Chinese characteristics and distinctive personalities, and have been recognized by consumers around the world, which well interprets the phrase "the nation is the world".
Under the requirements of fashionable and personalized design, the materials of wine labels have also begun to be enriched. Not only paper, film, metal, but also cork and cloth materials are displayed on wine bottles.
The traditional wine label uses wet glue label:
The glue needs to be brushed during labeling, and glue preparation is required. The control of temperature and viscosity requires manual processing based on experience. The stability is poor, the part of the paws cannot be glued, and the label cannot be completely attached to the object. , Especially after long-term storage or in a humid environment, wrinkles and edge warping are obvious, which seriously affects the image of the shelf;
The label has poor waterproof performance. For example, after white wine or champagne is put in an ice bucket, the label will quickly separate from the bottle;
It is impossible to label special-shaped labels, multilayer labels, and wine labels of film, metal, cork and cloth materials;
When switching products, it is necessary to replace the label box of the corresponding size, and clean the glue marks and the machine every day. Generally, it takes about 1 hour to prepare. For small batch products, the cost is huge.
Self-adhesive wine labels solve the above problems well:
The self-adhesive material is industrialized production, and its stability is relatively higher, and it can also achieve a sense of no label, making the product stand out on the shelf;
Labeling can be achieved for special-shaped labels, multi-layer labels, as well as wine labels of film, metal, cork and cloth materials; product switching can be completed within 10 minutes, and the labeling speed is also better than wet glue labels;
The most commonly used processes of offset printing, silk screen, bronzing, silver bronzing, embossing, embossing, etc. can be completed at one time, which not only improves production efficiency, but also improves quality;
Using glue and surface material specially for ice bucket application, it has good waterproof performance;
The overall cost of self-adhesive labels is also lower than that of wet-adhesive labels.
Based on the above factors, wine labels have gradually shifted from wet-adhesive labels to self-adhesive labels in recent years. In particular, some emerging wine companies have almost all adopted self-adhesive wine labels. At present, self-adhesive labels account for 70% to 80% of the total domestic wine labels, and even more.
The printing process of wine labels is enriched and refined with the improvement of printing technology and the application of self-adhesive materials:
Some thin film wine labels also apply holographic technology, which enhances the three-dimensional and layered sense of wine labels;
Some wine labels use fragrant inks to increase the interest of wine labels;
In the past, the embossing effect on the wet glue label could not be realized, because the tension of the paper after the glue dries will flatten the convexity, and the current self-adhesive label can be realized;
The self-adhesive material also enables the application of coarse-grained paper, combined with modern printing technology, to enhance the picture of the wine label;
The application of advanced waterless printing technology not only improves environmental performance, but also improves printing speed and quality.
All this makes the current wine label better reflect the brand's temperament and better meet the needs of consumers.
As a wine label user's expectations
Self-adhesive wine labels have many of the above advantages, but some shortcomings were also found in the actual use process: due to the strong adhesion of self-adhesive wine labels, it is very difficult to remove them after a period of time. If there is an error in the content of the wine label, or the content needs to be adjusted, it will take a lot of effort to scrape off the wine label, and the traces cannot be removed after scraping. Therefore, it is recommended that the self-adhesive materials and related suppliers develop You can easily remove the special solvent for the self-adhesive label on the wine bottle or develop a labeling machine.
In order to continuously improve wine labels, printing companies that produce wine labels also have some areas for improvement.
1. Domestic printing plants generally do not have independent R&D capabilities. In addition, due to the constraints of equipment and technology, it is difficult to meet the demand-side innovation requirements. This requires strengthening the vertical connection with relevant scientific research institutions and with capable brothers. The horizontal integration of enterprises meets the requirements of the demand side as much as possible.
2. The vast majority of wine companies are in the north, and the economic and technical conditions in the north are worse than those in the south. The industrial chain structure is far less complete than in Shenzhen, Shanghai and other regions. Special paper, ink, high-precision plate making and even hot stamping foil, etc. The supporting materials must be purchased from the south, which seriously affects the refined production and timeliness of wine labels, and it is urgent to solve the problems of the industrial chain.
3. The cultural level of the workers in printing plants is generally low, which affects the understanding and mastery of new equipment and new technologies, making these equipment and technologies not fully functional, so the quality of personnel needs to be improved urgently.
The label is a messenger that conveys the connotation of the product.
The overall improvement of the label requires the joint efforts of the entire industry chain of the upper, middle and lower reaches of the industry.