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Brief Published: 8 Oct 2012

Safeway Overhauls Wine Packaging


A new line of exquisite wine packaging is set to revamp the shelves of US supermarket chain Safeway thanks to a collaboration between US design agency Stranger & Stranger and Californian winemaker Truett Hurst.

Stranger & Stranger has created 23 richly illustrated wine bottle sleeves, which will be stocked in Safeway’s California branches. Featuring a handcrafted, heritage-focused design, the wraps are decorated with individual illustrations, recipes or quotes. From sweet red wine coulis bound in red and white gingham and tied up with string, to a bottle of Rosé illustrated with 1950s pin-ups, the idea is that each package is tailored to a different gift-buying occasion or niche.

“Safeway wanted to do something innovative – which isn’t something you often hear from the supermarkets in the UK,” said Kevin Shaw, founder and creative director of Stranger & Stranger. Shaw believes the larger wrap, covering almost the entire bottle, has been essential to the designs’ success: “Everyone just wants to pick up and read these packs.”

Earlier this year, Stylus examined how many drinks brands are rethinking traditional packaging and experimenting with customised labels and info-rich graphics to stand out in a saturated marketplace. See our report Rebranding Alcohol.