Objectives of Brief: Our client, the company Aluvinum, is a newly created company, it is his first project. They detected the success that canned wine is having in the US, especially among the younger public. So its objective is to be the first Spanish company that produces and markets Spanish wines both in the US and in Spain, and in future markets that may appear. At this moment there is a niche in the Spanish market since canned wines are neither produced nor sold.
Product/Country Distribution Channels: The brand plans to market the wine both in the US and in Spain. As I mentioned, in the US there are already other brands that sell canned wine and the consumer is educated, but in Spain it is a new product and the consumer must be informed of this new format. This format has many advantages over the glass bottle, especially for millennials. It is single-dose, easy-open and easy to transport. Furthermore, both the material used to cover the interior and the packaging techniques used make any migration of taste impossible, while preventing the oxidation of the wine.
Creatives Concept: The product is also aimed at the Spanish market but since consumers are not educated in this type of format, one of the handicaps we had was to convey that the can contained wine and not an isotonic drink. We had to express clearly and directly that it is a wine.
So the design concept revolves around highlighting a traditional product in a current format. The content of the can is two glasses, then we decided to represent one glass. With the crystal glasses we wanted to raise the qualitative perception of the product and that these were the protagonists of the design. Cut glass goblets, like Grandma’s, give it a vintage look that breaks with the white background and modern format. In addition, by representing different types of glasses, we help the consumer to differentiate the different varieties of wines that make up the range. For this design we wanted the typography not to take on relevance in the whole, so we opted for a Helvetica. This typeface gives it simplicity and timelessness.
- Agency/Creative: Puigdemont Roca
- Article Title: Puigdemont Roca Create Glass Canned Wines for Aluvinum
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Spain
- Market Region: Europe
- Project Deliverables: Packaging Design, Research
- Format: Can
- Substrate: Metal