Pearlfisher has created the label design for new wine brand '(oops)'. The name and market positioning of '(oops)' is derived from a true story based on the history of the Carmenere grape and Pearlfisher was tasked with making the label design as interesting and engaging as the story.
Following the migration of the Old World vineyards to the New World in the 1800's, the Carmenere grape was taken to and successfully grown in Chile. As Chilean Merlot became successful as a New World Wine it was discovered that the Carmenere grape had become mixed with the Merlot grape. The grapes were finally correctly identified, the 'big mistake' rectified and 'the lost grape of Bordeaux' rediscovered.
Lisa Simpson, Pearlfisher creative director, explains, "We wanted to take a more branded approach to wine and break the category mold by giving this new brand a more unique and ownable look to create more impact on-shelf. We decided that a newspaper was the best vehicle with which to sell the story and was both inviting and unpretentious. Therefore, the bottle is wrapped in one big label; one whole sheet of newspaper. '(oops)' becomes the headline and the 'Lost grape of Bordeaux' the sub-headline. We also decided to be playful and witty with the name and slanted the second 'O' in (oops) to reinforce the notion of mistake."
(oops) launched in 2006 regionally in 19 states and rolled out nationally in January, 2007. The same label is used across all four (oops) varietals (x 3 Red and x 1 White) but each varietal is given its own personality with a chatty descriptor, such as 'Cheeky Little Red', used to describe the flavor of the individual wine.