Peel and reveal labels are becoming popular in the luxury market, where brands often want to maintain an elegant and minimalist appearance while still providing detailed information or creating a unique experience for the consumer.
When designing product packaging, brands must balance two competing priorities: keeping costs low to maximise profit and creating standout designs to boost sales. These goals often clash, with cost control typically dominating in low-margin products. However, for luxury goods, the focus shifts heavily toward creating a distinctive appearance.
This is because quality alone doesn’t necessarily make a product feel “premium” to consumers. A Nielsen Report found that 38% of consumers view premium products as “defined by superior design or style,” which isn’t far off from the 54% who identify premium products by their quality. For luxury items like wine, simply producing a high-quality product isn’t enough to justify a premium price — the packaging needs to look luxurious, too. Peel and reveal labels can help with this.
Buying a premium product is an emotional decision for consumers; they’re drawn to the confidence and status it conveys. Spending more often aligns with a desire to project good taste to others. To tap into this, brands should design packaging that feels as at home in a consumer’s space as it does in the store. Labels should tell a story of elegance and status: wine labels that catch friends’ attention at dinner, perfume bottles that belong alongside high-end cosmetics on the vanity, and more.
For brands aiming to make a statement with packaging, options like custom label shapes, embossing, foil stamping, and tactile finishes are just the beginning. The luxury wine, spirit, and personal care markets are saturated with premium options. Standing out requires innovative packaging approaches that go beyond the norm.
Peel and reveal labels are multi-layered labels designed to provide additional information in a compact format. These labels have a top layer that can be peeled back to reveal more content underneath, making them ideal for products that require extensive information without cluttering the product’s appearance. By keeping extended information hidden, the front of the label remains visually clean, helping products stand out on shelves.
Wine and spirits brands can use peel and reveal labels to share tasting notes, food pairings, and detailed descriptions of the aging process, adding an educational layer that enhances the luxury experience. Many premium wine and spirit brands highlight the unique story behind the product—such as the vineyard’s history or the distillation process—underneath the primary label, making the experience feel exclusive.
Luxury perfumes often emphasise a narrative of the inspiration behind the fragrance, detailing the ingredients, fragrance notes, and the story behind the creation, giving consumers a deeper emotional connection. Some high-end fragrance brands use peel and reveal labels to offer personal notes, limited-edition details, or collectible information that appeals to luxury consumers looking for exclusivity. In the luxury market, peel and reveal labels are more than just a space-saving tool; they’re a creative medium that brands use to deepen the storytelling around their products. They help maintain the clean, elegant look associated with luxury goods while giving consumers a hidden experience, reinforcing the brand’s exclusivity and attention to detail.
