I have had the chance to work with some amazing people in the beverage industry. One of the most talented people I have met is Paul Morstad… the artist who created the artwork for the majority of the brand’s visual identity and wine labels for the hatch, in West Kelowna, BC. Paul is one of those people who sees the world through a different lens, with a view that you wish you could catch just a glimpse of, if only for a moment. A small sample of things Paul loves are banjos, painting on vintage maps, history, and birds. His work makes me think of the following quote:
“What we learn with pleasure we never forget.” – Alfred Mercier
Cool Fact: Paul’s sister Julie is also a highly accomplished artist. In fact, I had her book “Milk Teeth” years before I ever had the opportunity to work with Paul. Her skills are equally impressive, with a flair for the unique. See her work here: http://www.juliemorstad.com/
I love being inspired by artists like Paul, as his style of creation can bridge many mediums. Working with his art to help tell stories in the BC wine industry was a crazy adventure, as layers of story were peeled away revealing years of history and connection. I hope you will check out his work on the many different labels at the hatch, and listen to some of the stories about why the art is so important to the winery. Of course the art doesn’t stop on the outside of the bottle… the wine has been racking up awards since before the winery doors open, thanks largely in part to Jason Parkes and his Jason Parkes Customs crew.
So buy some wine, check out some art, and listen to some wild stories that connect it all together. Both Paul and his sister Julie are true gems of the BC art scene, and are also well worth exploring. You can see Paul’s work over at his website here: http://www.paulmorstad.com/
Most of what I do is help a business (winery, brewery, etc) sell a product. Research, strategy, planning, design concepts… all boiling down to helping them tell their brand story through their product packaging and design. Working to increase shelf presence and opportunity to connect a customer to a bottle of wine or a case of beer.
Don’t get me wrong, it is a very important piece! But it is only one piece, and it is very easy to get too internally focussed. To be so worried about expressing the brand story that you forget about the actual customer and the physical situation where they are making their buying decision. Why they buy. Why we buy.
It is that moment where people are seeing themselves enjoying your product and deciding if that is a good fit for the situation. Yes your story is important, but you also need to connect to the occasion and emotion of where your customer will enjoy your product. Is it for a backyard BBQ or dinner with friends? A quiet night in with your loved one or a 25th anniversary party at the in-laws? This is one of the things that your potential customer is considering as they decide what product to buy. So that means that it also needs to be one of the things we consider during the design process.
Sell the experience and emotion around your customer enjoying your product.
Don’t only worry about “selling the product”. Sell the experience and emotion around your customer enjoying your product. When you put more consideration into your customer and their buying decisions, you will create a customer base that is more loyal and more invested in your brand.