Unapologetically boxed.
Packaging + Product Copy
Objective
'Rev' up the branding and copy of Bay Bridge Vineyard's boxed wine packaging to play into the demographic likely opting for it already.
Intro
Bay Bridge Vineyards is a budget wine label covering a small range of varietally labeled, non-vintage wines produced in California. The brand is well known among deal seekers like myself, and is frequently on display in Kroger, selling bottles for under $4.00.
Problem
Young people often shop for alcoholic beverages with price in mind, especially in the wine market. It’s difficult to navigate affordable options without accidentally coming home with wine tasting like a grape juice cocktail that will most definitely give you a hangover.
Response
Drinking boxed wine is SOO real... especially in your 20's. It's cheaper, less likely to clink annoyingly, or protrude from your bag, and easier to pour a glass while laying down.
​Rebranding Bay Bridge’s boxed wine with realistic language that highlights the wine type and customer context can position the brand as an approachable yet subtly classy choice.
Say it in your best French accent and pretend you’re somebody.
Cabernet Sauvignon packs a punch, and can take one too.
Known for the variety’s thick skin, this grape gives us wine that is dry, rich, and full bodied, like that one aunt on your mother’s side. Favored by those with an affinity for the mystic, this pungent red is popular among drinkers seeking a bold, mature taste. A melodramatic mouthful indeed, this red wine has the potential to make any occasion sexy. Writing emails after hours while wearing your go-to sweats... Add in a glass of Cabernet and now you're living memoir material.
For the people who know what’s good for ‘em.
Oops, we caught you. Strolling down the wine aisle again, trying to look like a sophisticated connoisseur when you’re really just wingin’ it. Lucky for you we aren‘t here to expose your disguise with some vaguely pretentious commentary about how awesome the stuff inside really is. After all, you’re not one of those people with a wine cellar in your basement, and that's probably in your best interest. Behind this gold cardboard fortress is an effortlessly suave Chardonnay boasting hints of apples, pears, and a smidge of rebellion. With just the right amount of acidity to keep things interesting, and a rich buttery tang that’ll get your taste buds talking, this wine is essentially a stand-up comedian in a bottle, delivering punchlines of flavor with each sip.
A modestly dry white wine to bring some hope back into your existence.
The so-called ‘beginners' wine, Pinot Grigio offers a bold yet acidic taste, like the breezy friend at a picnic – light, refreshing, and easygoing. After all, it’s super popular for a reason. When you get a good glass of this stuff you should find yourself amidst a well choreographed tango between flavor and finesse. But here's the kicker – it's not heavy or serious, and it’s low in sugar, meaning there’s no feeling gross the next morning. We’ll keep our technical notes brief, but some describe Pinot Grigio’s flavor with tones of lemon zest, and subtle hints of pear.
Credits
Copywriter: Chloe Christianson
Art Director: Chloe Christianson
Made under SCAD - Erin Flaherty