The visualizations (the labels) themselves are quite complex, yet intuitive. The multiple axes used include lowest and highest growing temperatures, pH, baume, percentage de-stemmed, whole berry percentage, and days of pre- and post-ferment maceration for each varietal. Each run of wine will have a different label because each batch of grapes is grown and harvested with variation to multiple inputs. This is interesting considering most brands’ wine labels do not vary from year to year—e.g., a Cabernet Sauvignon 2009 and 2010 from Vineyard X will typically have the same label, though the wines themselves can actually be quite different.

According to Felton, “The labels on these wines should tell you something about the wine inside, be honest about it, and maybe even inspire a bit of wine research.” While good design is about solving problems, it should also spur inquisition. I feel like this does both. First, it helps to solve the problem for consumers of what wine to buy; second, consumers are encouraged to ask questions about their tastes and expectations, and to ask themselves if they really know what they want.