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Our exclusive Covanegra Tempranillo wine is flaunting a brand new look, thanks to Co-op Members joining in #TheCoopWay
Co-op Members share their thoughts on a new-look Covanegra wine
Members joined in to provide feedback and their preferences on the labels of two wines in our Spanish range. Nearly two-thirds of members preferred the label of the Anciano Tempranillo wine, so we set to work with our supplier to address some of the things that members didn’t like about the Covanegra label.
We also asked members to tell us what they thought of the wire netting on our Covanegra. Netting has been used on traditional Spanish wines since the 19th century as a way of protecting the wine of bodegas from counterfeit wines. Over time the netting has become associated with quality.
However, the majority of members found the netting unnecessary, unsustainable, annoying or befuddling, so we’ve decided to remove it.
Designing a new wine label
Charles, our supplier, found our Co-op Members’ feedback very useful as it had provided the cues that gave the designers a solid baseline to work from. Whilst there were inevitably contradictory opinions amongst members, a significant number said the Covanegra label was too cluttered and a little tacky. Members also disliked the font.
The design team worked on a new label which, in Charles’ words, is “more modern and fresher, than we first had considered. The new label is decluttered whilst keeping the classic cues of a good Spanish wine.”
Our all-new Covanegra Tempranillo wine should be in-store near you soon, sporting its member-inspired label.
If you’re a Co-op Member, you can shape our Co-op. Join In #TheCoopWay on your online Membership account.
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