What’s the secret to a label that makes your spirits jump off the shelves and into a customer’s arms? Find out in this guide to creating stand-out distillery labels, writes Jon Bernard, national account manager at US-based Stomp Stickers.

Craft distillers are in a tough position. When taking your product to market, you need to stand out from the competition and make your spirit appealing to customers who have never tried it. You only have one shot to make a good first impression, which is why you need a well-designed label that pops off the shelf. You want something that chats up your customers and invites them for a night out. 

Designing the perfect distillery label isn’t easy, especially since there are so many ways you can approach design. That’s why we’ve put together these tips to help you hone in on a design that will make your bottles leap off the shelves and into a customer’s arms. 

Design Elements: Fundamentals of Standing Out

• High-contrast elements. That which contrasts with its environment tends to grab our attention. Include lettering that contrasts well against the backdrop to enhance readability and attention. Consider what colours will contrast with the spirit itself. For example, many amber whiskeys use a cream-colored label because they draw the eye to the centre of the bottle.  
• Messaging. A label should match the product and the brand position with evocative — and appropriate — designs. If you want to emphasize smoothness, you might opt for rounded shapes, swirling calligraphy, or even minimalist transparent designs. 
• Something unusual. While competitor logos and labels can serve as inspiration, they also set the field. A good distillery label doesn’t copy what the next brand is doing. In practice, similar products often have similar labels — look at how many spirits associate cinnamon with fire designs. For that reason, it might better serve the label to go against the grain in an appealing way. 

Those are the core fundamentals of effective label design, but that’s just the tip of the spear. The fact is many distillers are so focused on perfecting the graphics that they neglect the label itself. Choosing a label that compliments your design is half the process. Here are some of our best tips for choosing the right kind of label while simultaneously elevating your design. 

Textural Contrast: Try Glossy Labels

Textural contrast stands out. Additionally, glossy labels are available in waterproof materials, helping them resist condensation. Even more important, they feature a shiny finish that helps a label stand out for its “premium” look.

Stand Out with Custom Label Shapes

Unique shapes — outside the realm of circles and squares — can make a label “pop” even before considering what goes on the front. A hexagon, for example, creates sharp edges that can convey a sense of spice or heartiness. Depending on the color scheme and font, hexagons can also invoke the essence of sweetness and honey bees. The Una Familia Tequila die-cut labels feature a triangle shape printed on silver metallic waterproof material. The stark contrast between the blue agave plant graphic with the metallic effects and the white ink that blocks the silver from showing create a stunning combination.

Incorporate Label and Shape Design

Let’s say your label has an image of a palm tree. Die-cut labels cut around the shape of the palms, offering an almost 3D-like quality. That design choice immediately stands out; it’s not just unique, it adds visual heft to an already-striking logo and communicates exoticism. 

Use Text Alone to Communicate Quality

High-quality, well-reputed distilleries rarely incorporate bold images, stark colors, or traditional branding elements in their labels. Many spirits with the word “reserve” in the name have elegant text on the bottle and nothing else. If you want to communicate “premium,” you might consider adopting this strategy, too.

Use Symmetry (and Asymmetry) Strategically

Apple’s famous “bite” logo is a study in strategic asymmetry. If the image were just a plain apple, it might not have the same impact. The asymmetry of the Apple design carries a visual weight that makes it appealing on any label. Consider doing the same — contrasting a symmetrical label (such as a square or circle) with an asymmetrical logo, or vice versa. 

Employ Visual Storytelling

Imagine yourself in the store looking for cinnamon whiskey. Which bottle grabs your attention? The one with high-contrast, fiery imagery on the label or the one with a standard brand label that says “Cinnamon-Flavoured”? 

Visuals that immediately relate to the taste are more enticing, which is why the majority of brands use the same kind of imagery for flavoured spirits. Use visual storytelling to explain your concept, and you’ll likely find that the label’s context neatly matches your brand’s appeal. 

Give Visual Weight to the Appropriate Elements

High-quality distillery labels tend to emphasize the key elements. For example, a distillery with a recognizable name will likely put that name in big, bold letters — trusting its reputation to do much of the selling. Newer brands might emphasize other words or elements, such as visual aids for storytelling. 

It’s also not uncommon for small distillers to use unusual bottle shapes and shape their labels accordingly. This helps products stand out and also asserts quality for distilleries still establishing their reputation. 

Go Big and Complex

Minimalism is a popular choice, but it might not be the best choice for every brand. A complex, maximalist label can be a welcome change of pace for people who choose their spirits by first impressions.

Use Appealing Colours

Spirit labels have a tremendous amount of leeway in using the full-colour spectrum. The most important thing is to make sure your chosen colour scheme aligns with your brand. For example, if your brand communicates rebelliousness, colours like black and red will probably get that point across. If you want to emphasize high-quality ingredients, earthy tones like green, blue, and brown will likely perform better.

Be Transparent 

Thinking about the color of your spirits again, you may consider transparent labels that contrast with the liquor itself. Consider using silhouettes or perhaps simple graphics to add color against clear spirits. Either option is an excellent way to draw attention and get eyes on your product. 

Choosing the Right Distillery Labels to Stand Out

Designing a label that matches your brand can feel a bit like throwing darts. There are a lot of options to consider and not all of them will fit your vision. And remember, the graphics are only half of it. How well your product pops is a mixture of your design and the label itself. There are a lot of options when it comes to choosing custom labels, but putting in the effort to make a spectacular design will certainly pay off in the long run. 

Author Bio: Jon Bernard is a National Account Manager at Stomp Stickers. Stomp is an e-commerce business that offers high-quality custom labels, stickers, boxes, canopy tents, and more. Jon’s passion is helping his customers brand and market their products through a variety of custom-printed items. To get help with your custom printing needs, visit Stompstickers.com or email Jon directly at jon.bernard@stompstickers.com.

Company Profile: Stomp Stickers offers the highest-quality custom stickers and labels to fit every industry’s needs. Our production facility has been printing premium-quality stickers and labels for more than 30 years, working with a wide variety of industries: cannabis, CBD, health & beauty, corporate, weddings, breweries, craft foods, restaurants, and beverages.