Good package decoration can energize most any brand, but the gorgeous 360° sleeve label on three varieties of Mumm sparkling wine uses art to elevate its shelf presence to a lofty level.
Mumm, a cosmopolitan, inspiring brand from Rotkäppchen-Mumm Sektkellereien GmbH—or its labels to be precise—represent the canvas of Spanish artist Alex Trochut, whose multi-award-winning and globally exhibited digital painting has already decorated the album covers of the Rolling Stones and Katy Perry.
For Mumm’s second art edition, Trochut created a design that abstracts the lively bubbling of the elegant sparkling wine and the colors of the three varieties—Dry, Extra Dry and Rosé Dry.
“The artwork is very dynamic, while at the same time exuding certain lightness. I took inspiration not only from the look and brand history but also from the taste and reinterpreted my flowing designs,” explains the artist.
Mumm launched the first Mumm Art Edition in 2014 with the illustrator Anja Kroencke.
With such a powerful design for its new Trochut art, the company found it essential that the label embody that work perfectly. For this, the Constantia Flexibles Labels Division rose to the challenge with a 360° sleeve label, printed in Germany. The sleeve label allows the entire bottle to be covered to maximize the elite design. A matte/gloss effect was applied to the label to give the product its exclusive look.
Mumm Product Manager Anne Koppelmann says, “With the limited Mumm art edition, we are transporting the brand values to the point of sale. In order to do that the execution of the design is crucial, as the bottles should attract attention on the sales shelf. The sleeves with multi-shine effects but also the metallic look of the silver elements stand for contemporary indulgence—just like Mumm.”
The sleeve label delivers greater graphic advantages, ideal for promotional items, and also offers tamper evidence, protection against light and reduced risk of breakage.
The limited Mumm Art Edition is available through retail outlets in Germany, from April 2016. Mumm wine is marketed “for those special moments of enjoyment in life. Carefully selected wines of the highest quality gives Mumm sparkling wine its elegantly dry character and have made it a true taste experience since 1922. Mumm can be enjoyed in three varieties: Mumm Dry, Mumm Extra Dry and Mumm Rosé Dry.”
