Page 117 - Visual Marketing

Why It Works
Everything about JAQK Wines
is carefully selected: from the
grapes that Craig MacLean
uses to produce the wine to
the names like Pearl Handle
and Her Majesty to the spe-
cialty glass from Milan to the
design and marketing created
by cofounders Katie Jain and
Joel Templin of Hatch Design in
San Francisco. They’ve com-
bined wine and gaming in a
classic high roller style. The trio
indulged their love of wine and
visual design to create a product
that is well crafted on the inside
. . . and on the outside.
Each wine is designed with its
own motif and story. For example,
22 Black is named for the winning
number Humphrey Bogart used
in Casablanca when he let the
young couple win at roulette. Jain
points out that everybody plays
cards, and for her wine company,
she wanted a universal theme
that would resonate with
customers—not something that
was about winemakers. The
stories provide additional “talk-
ing points” for wine sellers and
sommeliers, who, in addition to
describing the vintage and char-
acter of the grapes, may share
these tales with their customers.
Success Metrics
• Wine production has increased
from 4,800 cases for the initial
release to 8,000 for the second,
and 11,000 cases are planned
for the third release.
IMAGES ARE EVERYWHERE IN THE PHY SI C A L W O R L D 96
• JAQK wines are now distributed
in 26 states and 9 countries.
• The San Francisco Museum of
Modern Art acquired JAQK Cellars
wines for their exhibition How
Wine Became Modern. Hatch
Design created all the accessories
for the museum store, including
wine coasters, canvas wine totes,
and limited-edition lithograph
posters of Napa, Sonoma, and
other California wine regions.
Takeaway Tip
Make the packaging of your product as much
a part of the sensory experience as the product
itself. Appeal to the visual senses with artistic
packaging that stimulates the brain and is a
feast for the eyes. In a crowded field, it will make
wholesalers and customers remember your prod-
uct and give them a reason to single it out.