Beverage

Limited-edition packaging aims to seduce with lace and kisses

Posted: February 19, 2016

With the launch of the Korbel Brut Rose California Champagne “Romance” sleeved bottle, the vintner aims to offer a modern interpretation of Valentine’s Day.

A simple white background conveys elegance, while modern, understated typography in hot pink and black contrasts with an element of whimsy. Hot pink lip prints and a wisp of black lace at the black foil hints at the flavors inside. The wine is known for its distinctive pink hue, has generous strawberry and black cherry fruit flavors, fine and persistent bubbles, and a hint of sweetness in the long, crisp finish. The brand says, the strawberry and black cherry flavors pair well with holiday favorites, such as decadent chocolate mousse, classic chocolate layer cake or simply a box of chocolate covered cherries.

Do Package Design readers think the limited-edition offering will help steal hearts, or should Korbel draw back its bow and try again?

 

The perfect beverage package for a romantic Valentine’s Day date! The black and white lace is reminiscent of thigh-high stockings, when paired with the kisses, it is just the right balance of sweet and sexy. Simple modern typography supports the clean design while still clearly communicating brand and variety. Full shrink sleeve labeling allows for the white background, which pops against the rest of the category of mostly dark bottles with small spot labels. So cute, I almost don’t care how it tastes!

Tracy Malkowski
Senior design manager, beverages, U.S. marketing, Campbell Soup Company

 

The lip prints and lace are interesting design elements to provide differentiation and a fun whimsical feel for this holiday-themed package. However, the overall execution feels a bit schizophrenic and disjointed; sleek and sexy at the top with a confusing pure white base (cueing a milk bottle or even a bowling pin). There is also something uncomfortable about the full shrink coverage, which feels lower quality and makes me wonder if something is being hidden.

Shelley Markoulis
Independent packaging innovation, strategy and design consultant

 

Today’s romantic couple is more than just the traditional male/female pairing. When developing packaging for the masses for something so specific to the season of love, all types of love should be respected if not necessarily represented.
Although I like the color scheme as it does closely hint at the flavors of this product, and I see where the designers were going with the idea (think 50 Shades), I feel the visual still represents the stereotyped objectification of the female. With the pink lips against stark white (bringing to mind lipstick on the collar) and black lace (an obvious homage to sexy lingerie), the graphics conjure up images of women as playthings for their male counterparts.

I feel the design missed its mark for today’s younger, hipper and diversified couples, and I feel a more sophisticated take on the color scheme—perhaps a dark bottle and hints of pink in the typography with subtle design elements instead of clipart-type of imagery would have gone a longer way to represent romantic couples of all types.

Elaine Lombardo
Creative director, Lombardo Creative Designs

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