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The Design in Wine

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Ronna Chisholm, Co-founder and President, dossier creative


Like many consumer packaged goods industries, the wine industry depends heavily on consumer preference and taste. That fact, and a surplus of grapes in recent years, has led to increased competition and a massive proliferation of product, especially at the value level ($12 and under). Fine wines go unnoticed despite good quality and taste; there are just too many to choose from. That's where design comes in. And not just design of the label on the bottle-although that's crucial. Designers in Ronna Chisholm's company, dossier creative, have collaborated on the birth of a new line of ""un-oaked"" wines, created tasting rooms for premier wineries, and helped develop a brand ""story"" for Canada's first Aboriginal winery. As Chisholm writes, ""Whether the wine is iconic, rich in history and tradition, or more contemporary, design still offers a way to express to consumers what they can expect when they uncork the bottle."".




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