Visual Interpretation of Dragonfly Wine's New Label in a Hermeneutic Perspective

The wine industry in Indonesia has been growing rapidly, despite the country not being a major grape producer. PT. Hatten Bali, Tbk., as a pioneer in Indonesia’s wine industry, continues to embrace local values in its products, including Dragonfly Wines. In 2021, the Dragonfly label underwent a design transformation, shifting from a minimalist aesthetic to a more expressive and colorful look, aligning with a younger and more dynamic target market. This change has led to various visual interpretations that influence the product’s image and consumer perception. This study analyzes the transformation of the Dragonfly Wines label through Jacques Derrida’s hermeneutic approach to understand how visual meaning evolves alongside design changes. The research employs a qualitative descriptive method, focusing on the analysis of visual communication design elements, including illustration, color, and typography. The findings reveal that the dragonfly illustration, as the central element of the new label, symbolizes transformation and adaptability, while the use of brighter colors reflects energy and enthusiasm. The design change also impacts consumer perception, with many assuming that the new label represents a different product or a reformulated version. This study reaffirms that visual elements in branding play a crucial role in shaping product identity and perception. The transformation of the Dragonfly Wines label is not merely an aesthetic strategy but a branding approach that adapts to market dynamics while preserving the essence of the brand identity.