TRANSCULTURAL AESTHETICS IN THE HATTEN WINES LABEL

Abstract

Hatten Wines is a wine producer based in Bali and a pioneer in the wine industry in Asia. As a drink that is synonymous with western culture, Hatten Wines, which is a product from Bali, has an interesting label to research. In addition, researches on Balinese wine labels have never been studied in depth with an aesthetic approach, including transcultural aesthetics. The purpose of this research was to determine the existence of transcultural linkages in the labels of authentic Balinese wines and the meaning contained in the Hatten Wines labels from an aesthetic approach. This research uses a qualitative method, by examining the Hatten Wines label and making comparisons with two Australian brands that have become wine icons in Australia. The author obtained data through observations, interviews with stakeholders at Hatten Wines and literature studies, which then analysed the data based on the semiotic approach in design elements and Wine Domestic Labelling Requirements as labelling regulations in Australia. The results show that the Hatten Wines label combines Balinese and Australian culture which can be seen in its design elements and the meaning of Bali’s element that appears in the label’s visuals.