As technology improves and advances, so must our industry. 19 crimes is a fantastic example of futuristic branding. They have developed an app you can download on your phone, and, with the help of augmented reality, the wine bottles start talking to you when you point your phone at them, check it out here.
https://www.19crimes.com/en-us/living-wine-label
Pretty cool right? They have made their labels interesting and interactive, so now they have people buying their wines EXCLUSIVELY because of the labels themselves. Forget standing out from the crowd with a label… this is blowing away the competition. It is also genius to have different interactions on all of the different wine styles, because this forces the customer to buy all the different bottles to taste and be entertained by.
What we can take from this:
I absolutely think there are lessons to be learned from this particular brand, but I think the lesson goes beyond the superficial “this is cool” point of view. Personally, I can imagine a wine industry where you hover your phone over a wine bottle & a virtual sommelier starts telling you about the wine. Maybe a universal app that assists you with pairings and explains that particular style of wine.
Maybe there is a future where Google glasses allow for the labels to have people moving and talking (On the products) as a form of advertisement, effectively turning your wine or beer aisle into a strange interactive sales experience. I personally think that technology will make branding and advertising look very different in the near future. Augmented reality and QR codes are already being used by many vendors in commercial stores & that number is only going up.
Final thoughts:
The idea of living labels is selling well and extremely innovative. Not only do we expect living labels to be a standard going forward, but we also expect the future examples to be less of a sales gimmick & have more practical applications. We are genuinely excited to see where technology takes the label industry next.