So the winery is about to start its fifth season open to the public, and we want to get the word out to everyone in Minnesota that they can have a world class vineyard and winery experience right here. To do this, we bought a couple full page ads in Artful Living, which is a very high quality magazine distributed throughout the Twin Cities. As the graphic designer around here, I knew I wanted the ad to be of the highest quality so I looked to find out what other wineries’ ads look like. Wine Spectator was a great asset for this task.
After my research, I had an idea of what I wanted. The ad would have a very sharp photograph of our wine bottle or bottles, a picture of our vineyard, our logo, and some text. The photographs of the bottles would be a good place to start, because I just got a new camera and was excited to try it out. Now photographing glass can be tricky because too many reflections can look messy. To minimize these distractions, then, I set up a studio in the board room, which has no windows and the walls are rough wood which don’t reflect a lot of light.
Now one of the neatest features of this new camera I have is the ability to connect to my phone via WiFi. I can then use my phone to compose the image, change camera settings, and to snap the picture. this saved me a lot of time because I didn’t have to walk back and forth from the bottle to the camera to check minute adjustments.
After photographing all of the bottles, I cleaned them up in Photoshop and cut out of the background using bezier curves. The entire photography and bottle cleanup process took the better part of a day and a half, but it is very much worth it. The magazine is 12″ high and the photographs had to be perfect, and a poorly photographed bottle would definitely hinder the appearance of our winery as a first rate operation.
With the bottle photographs done, I got to work on designing the ad. I kind of had a good idea of what I wanted, so my versions are more evolutionary than revolutionary, but I think they are project a feeling of quality and atmosphere.
In the end, we all agreed that we liked a dark background, the gold bar, only one red and one white wine, a scripty headline font, an a warm-tone sky.