Revolutionizing Wine Packaging: The Wine Pouch

Design Agency: Reverse Innovation Challenges Traditional Wine Packaging

The inspiration for this design came from the challenge to overcome the negative image of wine sold in pouches or as a “bag in a box”. The environmental and financial benefits of lighter packaging are well documented, but the wine sector has been resistant to change. The objective was to create a new style of packaging that exudes quality in every detail while also adding value to the product experience.

The Wine Pouch (R)Evolution is a truly innovative design that cleverly and elegantly reinterprets the classic “Bordeaux” bottle through an intriguing play of solid areas and empty spaces. The pouch is wrapped by a paper rigid structure that defines the elegant and sophisticated shape of the final product. The graphic design plays a crucial role in the product, with the geographical origin of the grape enhanced by the use of blind embossing and UV varnish to reproduce the distinctive terracing of the vineyard.

The design's unique properties lie in its structural design, which allows the pouch to remain upright while in use. After use, the pouch can be recycled by simply separating the paper and plastic elements. This innovative approach to wine packaging is a pioneering step in a very traditional sector of packaging.

The project was conceived in 2013 in Milan and completed in early 2014. The Wine Pouch (R)Evolution has been recognized for its innovative design, winning the Golden A' Packaging Design Award in 2014. This award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

The Wine Pouch (R)Evolution is a testament to the power of design to challenge traditional perceptions and create a new narrative. It is a pioneering approach to a very traditional sector of packaging, demonstrating that innovation can indeed revolutionize even the most established of industries.