Design Brief: Keywords: Social. Quality. Hip. Functionality. Stereotyped. Adventures. Green.
Demographic: Age: 21-35 Sex: Male / Female Education: College / recent graduate. Location: Urban / city dwelllers. Distributors: Mostly independant liquor stores.
Background Information: Boxed wine was created in 1965 as a cheaper alternative to bottled wine. Through the years boxed wine has taken on an increasingly cheap connotation and the packaging consistently reflects and supports this social stereotype. Looking further into the modern use of boxed wine reveals a bit more depth to the product as well as different uses. Boxed wine is an incredibly social drink that many people grab for parties or even camping. It is also a much more environmental friendly alternative to bottled wine. Both of these features can be exploited and kept in mind throughout the repackaging process. Another important facet to keep in mind is the pre-established stereotype that boxed wine is cheap. A goal to break this stereotype can be achieved through good design without necessarily jacking up the price of the product.
Product Uses: As mentioned before, boxed wine is an incredibly social drink that is normally bought to be consumed by groups of people at parties or even while camping. People tend to grab a box while on their way to an event and then the entire box is normally consumed. The social aspect of
boxed wine is one of the major aspects that should be exploited. This can be done with design decisions but should also be implemented with possible packaging decisions, such as what is included with the boxed wine.
Target Audience: Boxed wine actually reaches a rather large and diverse audience, ranging from younger adults (21+) to older women (50+). Within this wide range there is a younger, “hip� audience that tends to buy boxed wine for house parties, concerts, outdoor adventures, small get-togethers: social events. This younger age group primarily lives in the city, can afford an average priced wine ($20-$30), and is constantly on the go.
Goal: To remove the cheap stereotype associated with boxed wine, exploit the social aspect of it, and develop packaging that is highly functional, relatively affordable, touches on the environmentally friendly aspect of the product, and is aesthetically pleasing.
Information Worth Noting: Boxed wine is surprisingly environmentally friendly: Cardboard packaging requires less energy to produce than glass bottles. Lighter to transport so it creates less of a carbon footprint. Wine stays fresh longer so it creates less waste (compared to wasting unused wine). Some debate on if plastic is safe: it is, in fact, non-toxic Bisphenol-A (BPA). Many people buy boxed wine to bring camping. Not meant for aging, so it does have an expiration date (6-8 months) BUT Boxed wine lasts longer open than bottled wine (six weeks compared to one week).
Pre-existing Packaging:
Pre-existing Packaging (cont):