Hey Mama Wine: A Packaging Design Tribute to Mothers

Andrea Beaulieu's Award-Winning Design Celebrates Mothers with a Tropical Twist

Hey Mama Wine is not just a beverage; it's a celebration of motherhood. The design was inspired by the strength and spirit of mothers, aiming to bring a smile to their faces. The packaging features hand-drawn illustrations and a custom typeface, reflecting the fun-spirited nature of mothers. The design's uniqueness lies in its ability to stand out on the shelves of major retailers like Target, thanks to its feminine color palette and vibrant illustrations.

The design was realized using Adobe Photoshop and Adobe XD, and printed with Pacific Southwest Container and Team PSC. The technical specifications of the design are 4 (7/32) x 4 7/32) x 5 (9/32), with each package containing four 250 ml cans. The design tags include wine, beverage, branding, packaging, alcohol, typography, and illustration.

The design team, comprising Andrea Beaulieu and Sara Pullen of Studio Linear - Branding + Package Design, and Weekend Creative for photography, started the project in January 2020 and completed it by June 2020. The team, being mothers themselves, were motivated to create a product they would purchase. The founder, Lauren Stokes, also a mother, collaborated with close friends to ideate what the new product would represent.

The challenge was to create a design unique enough to stand out on retail shelves. The team wanted to capture the attention of the consumer, a mother, shopping at a major retailer. They achieved this by using a feminine color palette and incorporating custom illustrations for a fun and vibrant look. A special feature of the design is the inclusion of customizable hand-written notes with each package, adding a personal touch to the product.

The design has been recognized for its creativity and innovation, winning the Silver A' Packaging Design Award in 2021. The award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, and remarkable artistic skill. The Hey Mama Wine design certainly fits this description, bringing joy and wonder to the world of beverage packaging.