A wine label is judged most often at distance. The guest sits across the dining table. The bottle is at the host's place setting. The guest looks over the centerpiece and registers, in the first half-second, whether the bottle is something serious or something casual. The label, at that distance, has roughly twelve readable elements, one of which is the brand name, one of which is the foil treatment, and the rest of which are silhouettes, colors, and density of ornament.
What carries
Three things, in order. First: the silhouette of the label cut, which the guest perceives before they perceive any text. A long octagonal estate label reads differently than a rectangular grocery-store label, and the difference registers before the guest can read a single word. Second: the foil weight, the proportion of the label given over to gold versus paper. Heavy foil suggests an heirloom; light foil suggests an everyday bottle. Both are valid; the customer should know which they are signaling. Third: the brand-mark legibility, which is mostly a function of cap-height (how tall the capital letters are relative to the label) and contrast (foil-on-cream vs foil-on-deep-color).
What does not carry
Almost everything else. The vintage year, the appellation, the varietal, all of these are second-pass details the guest reads only after the bottle has registered as worth examining. Putting them at the same visual weight as the brand name is the most common amateur design move, and the reason most custom labels look like wedding favors at first glance. The strongest labels demote the secondary text aggressively, smaller cap-height, lighter ink, a different stratum entirely from the brand mark, so the brand mark dominates and the secondary text rewards the guest who looks closer.
How the studio handles it
The studio's typography defaults are tuned to this hierarchy by default. The brand mark gets Trajan Pro 3 at 76pt cap-height; the secondary text (varietal, vintage) gets Optima at 36pt with wide tracking; the quote line gets Cormorant Garamond Italic at 30pt. The defaults are not arbitrary. They are the proportions we measured from heirloom-grade estate labels over the course of several years. The customer can override them. The customer usually shouldn't. The proportions are the point.