Not your average wine mailer
Kate Radburnd is one of New Zealand’s most highly respected winemakers. For over 35 years she’s been doing what she loves most – making great wine and sharing the knowledge.
Radburnd Cellars was established in 2017, with the single purpose of Kate making her very best wine from each vintage without compromise – using the best fruit, the best equipment, and the best resources. They make a single tier of wines in very limited volumes – representing the best, not the most. These are special handmade wines you won’t find anywhere else, made to be enjoyed and shared with friends and family.
The wine is super-premium and predominantly sent directly to consumers. Radburnd Cellars asked us to ideate, test & create a six-bottle pack that sets their product apart and provides the consumer with an experience at every touchpoint.
We set about designing a bespoke, structurally sound postal rip-tab wrap, revealing a luxury full depth box & lid. Inside, a custom insert; perfectly cradling all bottles of wine ensuring zero movements, resulting in safe local & international transit. These packs compliment the quality of the wines and are far from being the standard sellotaped up box with dividers.
- Design Agency: Think Packaging
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Not your average wine mailer
- Brand / Project Name: Radburnd Cellars. Kate's best
- External Design Credits: Structural Packaging Design: Think Packaging (https://thinkpack.co.nz/) All brand, graphics & artwork: Band. (https://www.band.net.nz/) Photography: Fraser Chatham (http://fraserchatham.com/)
- Production Credits: Porter Packaging (https://www.porterpackaging.com/)
- Strategic Deliverables: Research / Insight
- Design Deliverables: Packaging Design, Structural Design, Brand Experience
- Location: New Zealand
- Market Country: New Zealand
- Market Region: Oceania
- Product Category: Wine
- Consumer Packaging Format: Box, Case, Tray
- Consumer Substrate / Material: Pulp Board, Pulp Carton, Pulp Paper