Vinum serves old wine in a new tube

A more reader-friendly layout also for German readersEven wine gazettes are not safe from redesign fever: Vinum, the international wine magazine, has been given a new visual touch by independent designer Peter Jaray: Nose, palate and finish are right. The starting point was the revision of the magazine's content structure. As new column all wine degustations are summarized in a Guide. This practically creates a booklet within a booklet. A new service section at the beginning of the magazine is intended to give readers a clear picture of current offers.
"We tried to lighten up the look of the magazine," Jaray says, "to make it more reader-friendly." Interstitial lead texts in longer articles make cross-reading easier. "That helps people who want to taste through the magazine first to discover something interesting," the designer explains.
More white spaces provide freshness in the layout. The service section ensures clarity thanks to its color design: similar information, for example references to the Internet, are highlighted in the same color. The new Vinum places great emphasis on increased customer service.
Rounded off by the new typeface, the magazine presents itself as a good vintage in the year 2000. "The design is still classic," says Peter Jaray, "but we also hope to appeal to a broader readership through the innovations." Vinum is aiming for an increased presence in the German market in particular. Bruno Amstutz