This is my favourite time of the year. As companies are preparing in anticipation for the new year, marketing and design teams are busy making their final impressions for 2012 and teasing us with what to expect for 2013. Christmas comes early for me as I’ve already been receiving greeting cards and calendars each day. I always take my time with each package I receive .. from font choices to quality of paper .. from the envelope to the images inside. End of year advertising usually delivers impressive campaigns and it’s a prime opportunity to learn from the best. Unfortunately, so far it’s been rather disappointing with the overload of information I’ve been seeing.
Perhaps I’m a minimalist at heart but I’ve always appreciated clear and simple messages. This year for our holiday wine campaign, I relied on very simple silhouettes to present a warm and festive design. I wanted to maintain our brand’s elegance and quality but move away from the old world feeling often associated with wines. It may be too minimal for some people’s tastes, but it’s simple design efficiently delivers the message to our customers. There is no confusion or second guesses. Whereas I do appreciate all the gold and glitter that comes with the holidays, behind all the razzle and dazzle, there must be substance.