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Not your average wine mailer

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.

CREDIT

  • 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

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