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Brief Published: 2 Oct 2013

California Square: Eco Wine Bottles


London/New York packaging design studio Stranger & Stranger (which specialises in alcohol brands) has broken the mould with its latest project: a flat-sided rectangular bottle for US wine producer Truett-Hurst’s California Square label.

As well as offering sheer standout irreverence on-shelf, the unorthodox design also boasts significant eco-credentials: the flat sides offer much greater economy of space during transportation than industry-standard round bottles. The designers suggest that if flat-sided, tessellating bottles became the industry norm, almost a million trees would be saved in outer cardboard boxes – not to mention the knock-on savings in shipping and storage.

For more on sustainability in alcohol packaging, see Luxury Potato Packaging. For more on how brands from all sectors are using store spaces to boost the sustainability factor, see the upcoming Eco-ethical section of the Future of the Store industry trend.

The embossed glass and vintage graphics distinctly channel a heritage Americana vibe more often associated with spirits than wine. Innovative approaches to alcohol packaging are explored further in Rebranding Alcohol. See also Imbibe 2013 event coverage for emerging trends in this sector. 

For more on how unusual packaging can feed into store concept design far beyond standard on-shelf impact, see Packaging Meets Store Concepts, Selfridges’ Wine Shop and the Drync App.