Yunding Ranch

Chapter 339 Making a Trademark
After setting up the booth, Jessica and Chloe stay to put the finishing touches away—garbage picked up, tools organized, and ready to go.

"Are you sure you can do it?" Jessica looked at Lu Li's back and asked loudly.

Lu Li turned around, faced them, and walked backwards, with an incredible smile on his face, "That's not going through fire and water, do I need any companions? It's just to get a label, don't worry, I won't meet T- 1000." T-1000 is the ultimate villain in the movie "Terminator 2".

This ridicule made Jessica and Chloe both burst into laughter, and even other booths around the exhibition burst into laughter. The forthrightness and kindness of the Texans were fully reflected at this moment.

The time for the cowboy meeting was getting closer and closer, but Lu Li still had a lot of work to do, so he was too busy to touch the ground.This afternoon, Lu Li had to make a special trip to the printing factory to receive the first batch of hot wine labels.

It is a strict and lengthy process for a bottle of wine to enter the market. Apart from the wine itself, there is still a lot of objective marketing work to be done.

Tony has already started preparations since he came back from Europe. It took nearly three months to complete the quality inspection alone; and after the wine is brewed, it has to go through special inspection work. Every link All must go through rigorous supervision and inspection, without the slightest sloppy.

At the same time, after Lu Li completed the trademark registration, he had to complete the design of the label, as well as the design of the outer packaging.

These tasks may seem simple and not directly related to the quality of the wine itself, but they must not be ignored.In the 21st century, appearance is one of the important factors driving people's purchasing power, and sometimes it even occupies a decisive factor, and the value of appearance cannot be let down.

What's more, the exterior design of wine is not a fashion that changes every season. Once the design is chosen, it is rarely changed much. Many wineries have kept the packaging unchanged for half a century or even a century.This also means that these design schemes are part of the brand and part of the inherited wealth for the wines of Yunding Ranch.

Although, for this exhibition, Lu Li has made up his mind. It is just to test the waters of the market. It does not intend to retail or wholesale. The main thing is to collect comments from various parties and read the feedback. If you want to change the packaging design in the future , before the official listing, it is too late.

But Lu Li didn't intend to repeat it like this. Since he started doing it, he had to concentrate on it.For the design, some details will inevitably be changed in the future, but the attitude at the beginning must be treated as the final version. Only in this way can a design in line with the texture of wine be produced.This is also a crucial link for the exhibition and cannot be neglected.

This afternoon, Lu Li had to go to the printing factory to pick up the labels, and then send all the labels together with the first batch of wine to another factory to complete the preliminary packaging of the wine.

At this time, there were still three days before the cowboy meeting. In order to save time for corrections that might be needed, and not to be in a hurry at the last moment, Lu Li had to speed up and pack the labels and wine to the packaging factory before he got off work today.

"To be honest, in terms of strength, you probably can't lift that much weight by yourself." Chloe's teasing voice sounded from the side, with full firepower, "In terms of aesthetics, we doubt your vision. If the design How could we not be worried? So, even if you don’t meet the T-1000, who knows if you will destroy all of this with your own hands?”

Lu Li rolled his eyes, spread his hands, and said with a smile on his face, "Don't worry, the designer is not me. If you have any complaints, you should go to Vivian to complain."

After speaking, Lu Li turned around and left.Jessica complained from behind, "You'd better not change the design easily, otherwise Vivienne can refuse to let you use it." There was another burst of laughter behind him, exhilarating.

As one of the inheritances with a long history, the label design of wine is very particular and strict.

In the absence of wine, a lot of useful information can be read just by relying on the label.

Wines from different regions have different labels. France, Italy, Spain, and Germany have different label designs, and within France, Bordeaux, Burgundy, and Provence are also different.A label contains not only the information of the wine, but also the heritage and history of the wine. It is not only strict, but also does not allow nonsense.

The most intuitive example is that the trademarks of New World wines are not allowed to adopt the design style of European wines.

The so-called New World wine is mainly represented by the United States and Australia, in addition to South Africa, Chile, Argentina, New Zealand, etc., which basically belonged to the original colonial countries during the European expansion period, and then began to produce wine, so it is called wine. New World Wines.It can be simply and crudely considered that wines outside of Europe are New World wines.

Compared with old world wines in Europe, new world wines are a bit like Hollywood is to Broadway: everything is more modern, everything is more commercial, everything is younger, grabbing the market, but lacking the heritage.

In terms of quality, New World grape varieties can be mixed and matched for brewing, and several varieties may be put together to create a variety that is more suitable for market tastes.This means that New World wine is more about innovation and reform, improving through experimentation and innovating through inheriting tradition.

Modern brewing technology has changed from simply protecting the smooth progress of the fermentation process to improving the quality of wine with technology and machines, and has even gradually replaced manual labor and fully automated production.

In this way, not only the output is increased and the cost is reduced; moreover, consumers can brew wine with whatever taste they like, and adopt a marketing strategy of high quality and low price to seize the market.

In addition, thanks to the differences in natural conditions, human factors, etc., wines from major production areas in the old and new worlds have their own merits and characteristics in terms of brewing concepts, wine styles, and tastes.Over time, the old and new world wines are gradually merging, and the line between the two has become more and more blurred.

Nevertheless, true senior wine lovers will still strictly distinguish between old and new world wines, and even wines from various regions and vintages.Therefore, the label is the facade, the facade that tells the truth.

In terms of region, Yunding Ranch is undoubtedly a new world category; but in terms of brewing methods, Yunding Ranch adopts the old world method.

Old world wines in Europe often have a history of hundreds or thousands of years. Their labels contain rich information such as history, culture, ratings, production areas, etc., and all information has strict rules and regulations, just like nobles The insignia is average and cannot be easily changed.

And most importantly, for old world wines, the name of the production area is basically the name of the wine. Each production area will have a classification and a year. centuries of history and heritage.

But this is not the case for New World wines. The wine names are usually brand names designed by the owners themselves. Moreover, the weather in New World is relatively stable, which has a very limited impact on brewing. The aging is relatively small, and the year of winemaking has little impact on wine quality , which makes the information on the label relatively unimportant.

Therefore, the New World wine icon generally includes seven items of information, brand or winery, origin, year, grape variety, origin, net content, and alcohol concentration. In addition, a logo design is also required.

The so-called icons have a conventional framework for the distribution of information, but some small changes can be made, but they are generally consistent; this also highlights the importance of logo design, which is not only to highlight the heritage of a winery part, but also the first impression of the brand.

As Lu Li said, the wines of Yunding Ranch are not only positioned as New World wines. He hopes to build a winery like Romanee-Conti, form its own culture, and even accumulate its own heritage, so as to truly brew top-quality wines. Wine - of course, it takes time to settle, it may not be possible in two or three hundred years, but at least Lu Li has such an idea.

Yunding Ranch corresponds to Yunding Winery, which is produced in New Braunfels and produces Yunding wine.

Maybe one day in the future, "Yun Dian" will be as well-known as the name of the winery like Romanee-Conti, and it will truly become a work of art collected by senior wine lovers, and it will belong to the wine of Yun Ding Ranch Culture spreads.

This is very difficult, Lu Li knows this clearly, it can even be said that it is difficult to reach the sky, if you just look at the trajectory of the beech pasture, this is even more wishful thinking, but with the help of the space spring, Lu Li wants to be bold try it out.Now that you have a dream, why not make it bigger?

Regardless of whether Yunding Winery can gain a foothold in the forest of top noble wines in the future, what is certain is that the design of the label is the facade and the foundation, which is the first step in forming a brand culture.Any negligence and negligence may affect the future development and make the hope that is already extremely slim even weaker.

In fact, not only wine, but other departments of Yunding Ranch also need to build their own brands if an industrial chain is formed. For example, Yunding Horse Farm is just like Kumo Horse Farm; In other words, Yunding Organic, the products of organic farms also need to have their own unique trademarks.

Only in this way, when the products of Yunding Ranch gradually enter the market in the future, can it distinguish itself from other suppliers, instead of being an unknown source of products.

On the road of brand building, Yunding Ranch has just started.

(End of this chapter)