What’s in a label? Labeling of wines dates back centuries, with paper labels appearing on European wines by the 1800s. Today’s labels are federally regulated and must include information such as brand name, variety, appellation, alcohol content and net contents, usually in milliliters. After meeting labeling requirements, Auston said, designers “have room to play.” “I like to visit the winery and check out the vineyards,” he said. “The illustrator that I’ve been working with for 30 years, he and I have hiked more hillsides and valleys around Northern California to try to find the nicest vantage point to do our drawing.” Auston oversees the entire design process, which may take up to 13 weeks. The work begins with meeting the client and conducting market and related research. Next is design of art or photography. Five to seven concepts may be shown to the client, and those are narrowed down to one or two. The design process concludes with final proofing, client approval and production. “The two most important parts of the design process are the concept and printing, because if it’s not printed right, it’s just a waste of a good idea,” Auston said.
To create eye-catching wine labels, Auston works with fellow designer Anna Östling Hairston on a mockup, top. Photography, above, is part of the creative process. Below, Auston works on designs with Lindsay Biggar and Hairston.
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