With visitor season in full swing, it is essential to guide visitors on how to find the winery, where they are, and inform them about ongoing activities upon arrival. This requires providing various signs, ranging from directional signage to entrance, parking, and washroom signs.

Sign at Canada's Anthony Buchanan WinesWhile signs may seem purely functional, they offer an excellent opportunity to extend the brand and its personality. Assuming significant investment has been made into branding, packaging, and logo, it is crucial to maintain the integrity of the 'mother brand' across all elements, including signage. Here are some functional ways signs can be used and how they should tie into the brand.

Sign at Okanagan Crush Pad in Canada

First, it is important to attract people off the street and into the winery. Once inside, visitors should easily find the areas they are looking for, items on sale, or any special highlights.

Location, bylaws, or municipal regulations will influence some decisions regarding signs meant to attract customers from the road.Signage at Singletree Winery in Canada Regional or State rules may require following specific templates, allowing only the business name to be listed.

If creative control is permitted, it is advisable to avoid outrageous designs such as large, fluorescent-colored, tacky festival-style flags, or dancing balloon people. These are not appropriate for wine, which is a premium offering in North America. Poor quality signage can devalue the brand and misrepresent its image.

Instead, keep wording simple and consistent with the font, colors, and style of the label or logo. Near the winery, a sidewalk stand or A-frame sandwich board can be used. Some sandwich boards have a chalkboard surface or a snap-in frame for specials or seasonal offerings, allowing for easy updates.

The material of the building will affect how signs are mounted, whether hanging from the building or tacked to it. For heritage buildings, it is important to use signage that maintains the building's integrity.

Inside the winery, limit the use of colors and signs to avoid visual clutter. Avoid giant, handwritten cardboard signs or flashing lights. Clean, colorful, and eye-catching signs can still be used while maintaining the brand’s font and colors. Custom signs for tasting notes, staff picks, and highlighted items can hang from bottle necks or clip onto shelves. Use bright, cheerful colors, but avoid creating too many versions to prevent clutter.

Signage At Haywire Winery in Canada for visiting pups to have a drink

At outside events, opportunities for table signs in stands, drapes across the front of the table, or pop-up banners should follow the same rules for brand cohesion.

In today's world of visual clutter, noise, and distractions, it is best to avoid overcrowding visitors and customers with too much information. Keeping things true to the brand ensures that the brand comes to life, even when simply directing someone where to park!

For expert assistance in creating impactful signage that aligns with your brand, contact the Town Hall Brands team today. 

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