As consumers seek out more premium, functional beverages, beverage-makers are keeping in lockstep by evolving their packaging style and using a plethora of labeling materials that define the design and decorating process of a brand to help products stand out on store shelves.
One of the stronger emerging trends takes design beyond the visual and into the tactile space. For instance, many wine brands are using embossing on their labels and stretching creativity by using thicker facestocks and specialty materials such as wood veneer, leather-feel, varnished and metal foil, says Anh Marella, marketing director of films and digital product lines at Mentor, Ohio-based Avery Dennison.