69 / 94
“The challenge was to make the products shine on the page.
I can’t tell you how many times we moved products around,
trying to get the right look.”
The new catalog for Etching Industries also needed to
capture the elegance and sophistication that give wine gifts
their high-perceived value, so the team decided to create a
piece that would also serve as a coffee table book.
“Our photographer spent nearly two months photo-
graphing each product in the catalog,” says Malk. “The gray
mottled background was specifically chosen to showcase the
clarity of our crystal while providing an interesting textured
background to contrast with the products.”
The detail incorporated into the catalog/coffee table
book didn’t end with photos. Details that were taken into
great consideration included the font choices, sizes and
colors—fonts for readability and timeless appeal, and colors
to mirror the rich shades of Etching Industries’ cabernet.
As part of the effort to streamline Etching Industries’ new
image, a website was developed and launched that included
elements of the catalog, such as photography and color
scheme. “The previous site had very little product informa-
tion, pricing and additional fees were difficult to find and the
overall style was very busy and chaotic,” says Malk. “The
new site is much easier to navigate, and new filtering options
were added to allow the user to narrow down a search.”
The rebrand included a new logo for Etching Wines, which
Malk says was designed “to capture and embody the elegance
and allure of wine. We decided on a logo that resembled a styl-
ish, elegant label that could be found on a high-end vintage.”
The entire rebrand, from conception to launch, took
approximately four months and launched in September 2015
with the shipment of the new Etching Industries catalog. Malk
says the response has been fantastic. “We have had so many
customers request art, catalogs and banners for their sites.”
In a surprising twist, the packaging Etching Wines offers
with its custom products is also drawing more attention. “We
always knew people liked to give wine bottles as gifts, but
the focus has come to be on the presentation itself.”
Jen Alexander is associate editor for
PPB
.
FEBRUARY 2016 •
PPB
• 67