- We would like a FRESH, CLEAN and SIMPLE design. I like the two attached win bottles because they are simple and elegant, offering the 'most amount of information with least amount of ink'. They also suggest premium product which is important.
- You can choose to use the existing logo if it works with your design, or simply put our business name in an applicable font that works with the rest of the design. Do what you think works best.
- We want to capitalise on the very clean green quality image of Kangaroo Island. this in itself will be big in China. (inspiration: http://www.youtube.com/watch?v=-aRVTGWNc4k,
We are keen to highlight a few different concepts and probably haven’t reached a conclusion about some aspects. Having said this some thoughts are as follows:
• We really like the notion that our Gin is ‘washed up in paradise’ an image that evokes much of the emotion represented in the current domestic campaign to promote Kangaroo Island (see above video). We need to capitalise on the current long term international campaign to promote Kangaroo Island. This campaign is targeting east coast domestic travellers and india/china internationally.
• ‘Sought after but perhaps not that easy to get’ it is our plan to market our product to a limited market targeting high end restaurants, independent liquor outlets and bars with integrity.
• “Wild’ to represent the inclusion of the native juniper and connect to the "wild place" image of Kangaroo Island.
• ‘Contemporary’- there is a new category of gins being talked about, loosely described as ‘New World’ (see link below ‘American Gin Summit’) Kis Wild Gin is a new world Gin. We notice that in some international competitions it is unrealistic to expect the (English) judges to be able to discern our native botanicals in traditional blind tastings. Its simply out of there experience. We need to get this message out and educate our customers.
• ‘Slow Spirits’ is a phrase derived from the “Slow Movement” to describe spirits made in a style similar to ‘slow food’ ie: using high-quality fresh local and seasonal ingredients, being prepared with care, produced passionately, using traditional processes and recipes. Using few or no new appliances.
• We are working towards the business becoming more sustainable and reducing our carbon footprint. We have Grant applications pending to expand the business into Australia’s (possibly the worlds) only solar powered Distillery. Also to reducing the amount of water we take from the mains to nil by capturing and recycling water on site. We believe this is also a marketable concept.
• The same legal requirements apply to labelling laws for wine and spirits in Australia. The label must show :
o Percent Alc/Vol.
o Number of Standard drinks
o Made in South Australia
o The name and address of the distillery and our website address.
o There does not seem to be any restriction on font size (many wines have very small fonts for some of this information) nor are there any stipulations for what should be applied to front or back label. We tend to put as much on the back as we think we can get away with to keep the front simple and clear.
(these details are shown on the images of our existing labels.)
We currently print most labels onsite using a Primera LX900 label printer. This is very convenient when we have 10 products in up to three different sizes. It also gives us a greater degree of flexibility so if the % alc vary from batch to batch then we can adjust the label and not the product. We have also had experiences of Italian Bottle manufacturers deleting the line of bottle we use and if we had pre-printed labels they would be wasted. This is a common problem when spirit bottles vary so much and we know of other distilleries who have experienced this.
The limitations of this printer is that it can only print on white labels (we use a white matt PVC waterproof label) and the colour range is limited to 4 x colours. The current clear Gin Label is printed locally on A3 sheets and cut by hand. (copy below.)
For the new Gin label we would consider printing them off site if the design required something outside the white stock we can use. We can have labels printed by our current supplier .They can have a die cut to suit the size label we want and can print front/back labels, of different sizes, alternatively on rolls, so we can use our label applicator to apply them. They advise they can supply metallic labels. We would be happy to consider alternative suppliers to have this done.
The current label dimensions (in millimeters) are :
• Front 45 W x 90 H
• Back 107 W x 87H
We have in stock and would be keen to use at an ‘off the shelf’ label from our supplier which is White gloss and measures
• 98W x 100H (front and back?)
this is our first preference but we will consider other sizes formats.
The only other issue to consider is the heat shrink capsule which goes over the cork. We use a clear capsule. We also have a black label capsule on a soon to be released ‘reserve mulberry Gin’(same bottle) . These capsules in this over size (the bottles are wider at the neck/cork than most standard spirit bottles) are becoming difficult to locate in Australia and we recently had to import them from Europe. If this problem continues we may consider changing to screw caps though they do not have the same appeal to us as the synthetic cork stoppers. We could have our own printed capsules made but at this stage the minimum run is about 5000 units and we are not quite at this production level. It is something we will do as production expands.
In the meantime, Another alternative may be to apply a paper seal over the clear capsule which we could easier and affordably have printed to suit.
A little history:
This original label served a purpose of getting the product to market. At the time we were cash poor and could not afford an expensive design. The Gin was originally labelled as ‘KIS Vintage Gin’. Vintage Gins are a relatively new phenomenon and suggest that it is more than ok to have seasonal variance in small batch Gin production which will reflect natural, seasonal variation in the quality – a bit like a wine vintage but probably less variant.
We changed this when we entered the product into its first international competition. It was felt that ‘Kis WILD GIN’ better reflected its origin being Kangaroo Island and also to honour or represent the local botanical - ‘Native Juniper’ (Boobialla- myoporum insulare ) used in the distillation.The current label is transparent to signify cleanliness / purity, and has images of the Boobialla berries on the back. The purple logo also reflects the inclusion of this plant. We now know that this label performs very poorly in dark unlit bars and the product easily disappears on the shelf amongst other spirits. Also the quality of the label itself is not as good as it should be.