Visual communication implies the transfer of information through the sense of sight. It is widespread in most people's lives, and occurs in various forms, from natural disasters in the form of gloomy clouds to road signs. Graphic design is closely related to the concept of visual communication, as it shapes the graphic products that people use in their daily lives, and such products include labels. Different types of packaging, and with them the labels themselves, serve primarily to protect the product from external influences and provide customers with basic information about the individual product. In addition, it is the graphic aspect of the packaging that attracts consumers with its design. The main goal of this work is to analyze the role of labels on wine bottles, and ultimately, after researching consumer preferences related to design, to propose improvements through the redesign of Smrndić Winery labels. 77 The first chapter of the work presents the goals, content and methodology of the research, the problem and the subject of the research. The second chapter is based on defining the concept of visual communication and its key principles. The third chapter deals with graphic design, its connection with visual communication, and its key elements and principles. In the fourth chapter, the brand and visual identity are defined. The fifth chapter deals with the importance of wine labels and labels in general, and the labels of the Smrndić Winery and competing winemakers of the Zelinska wine route are analyzed. The sixth chapter provides an overview of the results of the empirical research conducted for the purpose of researching consumer preferences regarding the design of wine labels. The seventh chapter shows the new design of the Smrndić Winery label. This work brings useful conclusions related to visual communication and graphic design, which are later applied in a practical work involving the redesign of an existing label.