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Charles Cellar

The Story

Back on the scene for all the right reasons, boxed wine offers convenience, sustainability, longevity and cost savings. Younger wine consumers, becoming more confident in their wine choices, are embracing this non-traditional option in their search for affordable, high quality wine. As a result, we were tasked with reinvigorating the format while targeting an all new, youthful consumer base.

The Approach

Aiming to pull over bottled wine drinkers while not alienating current boxed wine consumers, we chose a non-traditional route, bringing personality to the fore instead of focusing on the origin of the wine or vine. Created to appeal to millennial and Generation X consumers, we explored a lifestyle look and feel, utilizing vibrant, fun colors and bold patterns. Highly sharable on social media, all packaging was designed as a range so it would present an eye-catchingly unified appearance at the point of sale, further encouraging social media engagement and supporting ongoing sales.