meet in the middle
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).
Competitor’s Packaging (cont):
Inspiration
Concept Sketches:
Concept 1: With this concept, the encasement would be made of wood with a small, triangle-shaped cap that can be removed from the corner to reveal the spout. The label will be made from an adhesive material that can be printed and then stuck on the box. The top of the box will have a lid that can be slid open to access the bladder of wine.
Concept 2: Concept 2 shows a smaller box of wine. This box is much more vertical and is close to the same width as a bottle of wine (and would contain about the same amount of liquid. The top is a removable cap, once again, but reveals a twist off cap underneath. The label is an adhesive material again and stretches over the top and the bottom–this helps hold the top cap on as well as holds the square coasters to the bottom of the container.
Concept 3: Concept 3 fully takes the social aspect of box wine into account. The box is larger with a cap that, when removed, reveals the spout. The lid also contains sections for the cork coasters, collapsable cups, and an area for the spout to fit into. The materials are all highly environmentally friendly.
Sketches:
Concept 4: This concept focuses on the Do It Yourself (DIY) section of the target audience (21-35 year olds) as well as keeps the social aspect in mind. The wine, cups, and coasters would all be packaged in individual cardboard boxes, labeled with simple stamped symbols, and then placed inside a case that also doubles as a record carrier.
Concept 5: Cocept 5 focuses more on the functionality of the box wine case itself. This box is horizontal instead of vertical, which allows it to better fit in a freidge and can also act as serving tray if needed.
Type Studies: Avril
Box wine
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Type Studies: Archer Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine
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Type Studies: Thirsty Script Box Wine Box Wine Box Wine Box Wine Box Wine Box Wine
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Type Studies: Archive
Box Wine Archive
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Box Wine Cubano
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Type Studies: Governor
Box Wine The quick brown Governor fox jumps over the lazy dog. ABCDEFGHIJKLM NOPQRSTUVWXYZ Box Wine Intro
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Material Studies
Plywood Sheets:
Different Wood:
Chipboard:
Inexpensive, easy to manipualte and can be found made with recycled materials.
Different kinds of wood can be used to represent the different wine that is found in the box.
An alternative to wood. Can be used to construct the record carrier box.
Repurposed Wood:
Wood Stain:
Recycled Cork:
A green solution to wood. Can be Different stains be used in combinafound for cheap or free. Can contain tion with one type of wood to create much more personality. the variety of colors that reference the wine within the box.
This material will be used to construct the coasters. It can be recycled– possibly from previous wine corks.
Color Studies r:212g:74b:36
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# 993312
# 2e1a1a
r:192g:111b:56
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c:20m:63y:89k:6
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# c06f38
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# 4d1f17
r:157g:45b:43
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c:25m:93y:89k:6
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Dielines:
Structural Mockups:
Product Photography:
In Context Photography:
Designed by Nick Howland at the Kansas City Art Institute, 2013 in the Human Centered Design class under the direction of Jamie Turpin.