The consumer’s perception of a product is, arguably, as important as the product itself. Perceived value can and does increase sales. By ‘looking’ expensive, a $16 bottle of wine is perceived as a $25-30 bottle. The consumer feels that they’re getting a bargain on an expensive product–and lets face it…everyone likes a bargain!

Design-wise, Juan Gil isn’t the first wine label design to make use of organic imagery (likely not the first use of a bonsai tree either)– none the less this label has eclipsed sales expectations. It wasn’t being the first to do something that mattered, instead it was doing something in a purposeful way that made the difference.

In short, it’s not enough to put a tree on a label to make it look expensive, the design is about more than pretty pictures– a good design intentionally supports a larger message.

With Juan Gil, a gray on silver color pallet was used to illustrate quiet sophistication, while the bonsai was chosen to imply the care, quality and craft of the wine. The detail of the tree illustration itself implies to the customer that this is a quality product created with care and purpose. The label implies a story to the consumer, and invites them to try the wine.

The time between client approval and production of the label is usually a quiet one. The lack of drama is truly the result of GoBig’s competent production team, who work diligently to ensure that there will be no issues– regardless of the location of the printer (in this case, Spain). Foresight, planning and competence are as important as creativity and style. When a product hits the shelf, the drama begins– Juan Gil flew off the shelf so quickly after introduction that it was difficult to keep with demand.

The design, execution and production of the concept increased sales, generated perceived value, and went a long way to proving, it’s not what you do…it’s how and why, you do it.