Brief: Gusbourne make the finest vintage English Sparkling Wine, cellar-aged for a minimum of 36 months before release. Gusbourne sparkling wines are targeted specifically at discerning wine consumers and are available at selected independent retailers and critically acclaimed restaurants, available across the UK and in 26 countries around the world. Wondersphere was tasked with a complete rebrand of Gusbourne which includes all of the labelling and the packaging elements.

Design Approach: Fundamental to the design was consideration for the rituals, tactility and emotions of presenting and sharing luxury sparkling wine. The packaging for ‘Twenty Twenty’ was the culmination of a rebrand that included the careful consideration of the whole end to end experience of enjoying fine wine. The emphasis of the design process was on materials and tactility, what Gusbourne felt like in the hand was equally important as to how this looked.

Packaging Solution: The design answers two needs; elegant gifting of each bottle as well as offering an innovative and flexible retail display. Designed to open at the corner, each ‘Twenty Twenty’ box has magnets embedded into the wall construction. These serve to lock the packaging closed (or fully open), and offer a reassuringly premium and tactile experience. These magnets also serve to lock the packaging together, creating a myriad of display options using any number of individual boxes.

Purpose & Results: The release of ‘Twenty Twenty’ aligns to a planned retail price increase. The new packaging is available to retailers across the UK and will be rolled out across 26 countries to which Gusbourne is exported. The solution offers retailers an elegant and versatile point of sale option. For Gusbourne, the dual nature of the packaging offers a stylish and cost-efficient solution, reinforcing their reputation as innovators across the entire process of creating the finest English Sparkling Wine.