At Town Hall Brands, we have done many a brand refreshes. And the catalyst to why they happen is not always the same, but here are things to consider to determine if it’s time to tweak your look:

Some producers, especially small ones, are anxious to get their wines to market, so they launch with a label that they think represents them. Then they hear from the market that something does or does not work or resonate, or the brand owner decides that the label no longer represents them. In these cases, they need to adjust to make sure that their package is more appropriate to who they are and what’s in the bottle. 

We had a client with a large portfolio of wines introduced one by one in a wide variety of label faces, each with their own fonts and look, and this created brand confusion. The new branding needed to communicate a dignified timelessness, so the wines were streamlined into two separate tiers. 

In another project, the client already had a tier system in place, but in this case, there was no clarity & there was uncertainty of how the two additional break-out tiers fit into the main brand family. So in this case our team simplified the tier system by removing two of them, and then re-introducing them with distinct designs to establish new, separated tiers. 

When a brand extension happens and producers move from bottles to cans, or add or change bottle formats and sizes, this can lead to a necessary adjustment to brand in order to make sure that regardless of the vessel, the brand is recognizable and all parts can be identified as being ‘family members’.

Sometimes, a label can be classic and very successful, but just getting a bit tired and starting to look dated. In this case a slight tweak can happen. Sometimes packaging needs a refreshed and modern look yet needs to remain recognizable as the current brand. In a case like this, simplifying font choices, closure colours, or a change of paper stock can support a much-needed change, but deliver one that is barely susceptible to the public. 

Finally, don’t forget your brand story. This can be its own article, but it’s important to see if the story you tell about yourself and your brand is one that resonates with your target customer. If you don’t have a story, then you are just another product or service. Substitutable. With no story you have no way to differentiate your brand or your business. And note that creating your brand story is not merely about making up a tale so you can stand out and be noticed.

For a strong brand story, you should uncover your true story about your unique offering and share it in a way that inspires your customer. Your unique story can set you apart, keep you alive in your customers’ minds, and bring up emotion. This is key. It’s the emotion that you really want. Emotion evokes desire, and desire leads to action; in other words, the move to buy. Creating your brand story is about developing something that people care about and want to buy into. If your brand story is unclear or missing the mark with your target, it is time to revisit.

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Town Hall Brands is a marketing and graphic design agency that specializes in branding and promoting in the areas of agriculture, beverage alcohol, food, and hospitality. Learn more at townhallbrands.com or on social @townhallbrands.