BEST PRESENTATION & GIFT DESIGN
WINES OF TASMANIA gift pack
WINES OF TASMANIA gift pack contains a variety of Tasmanian wines from various local producers that changes each month
- Year wine was released to market: various
- Retail Price: WINES OF TASMANIA subscription boxes range from $170-$185. Gift boxes retail for $145
- Designed by: Annie Griffiths Design
- Designed for: WINES OF TASMANIA
WINES OF TASMANIA is a locally owned business that started during 2020 when COVID hit and the border to Tasmania closed to Australia the rest of the world. A group of wine industry families collaborated to launch WINES OF TASMANIA so that together they would be stronger to share the premium Tasmanian wine brand to discerning wine lovers. The business model was conceived as a subscription offering where curated, blind-tasted wines would be shipped each month to wine lovers who still wanted to discover Tasmania’s finest and rarest wines – even if they couldn’t travel here themselves. Since launching in September 2020, the business has gone from strength to strength with gift boxes now a regular option for one-off purchases.
Key challenges were mainly around moving from an otherwise boring brown cardbard box to a much more luxurious presented package where the experience of unboxing the wines needed to be equally as impressive as the wines inside. Designwise, we wanted to ensure we maximised all of the surface area to carry through the brand, while reinforcing the brand promise of delivering Tasmania’s finest boutique wines. It needed to be practical too, so that the wine wouldn’t break while being transported. But above all, it needed to be classy and sophisticated to appeal to the high-end audience we were targeting.
The WINES OF TASMANIA wine boxes are high quality grade cardboard made from recycled paper. The graphic design is original and features one colour (black) printing on craft brown cardboard. It is simple and classy and looks good even if it gets a little scuffed on the outside from the shipping. When you open the box, a flat layer of branded tissue paper covers the bottles, along with a greeting card/or personalised note on gold foilded green paper. Once the tissue paper is lifted, it reveals a solid green colour inside, with white overprinted Wines of Tasmania brandmarks. There is a handle on the outside for ease of transport. The dividers inside, made from the same cardboard, are also printed with the brand phrase ENJOY EVERY DROP. This all matches the individually created necktags adorned on each bottle.
The boxes were launched a year (and a bit) after launch, in November 2021, just in time for Christmas. A lifestyle photoshoot took place at the start of November and the images were quickly used for all marketing collateral. The response to the newly minted boxes was phenomenal with three-fold increase in sales on our best month ever recorded. The Gift Box is now generating equivalent sales to our subscription boxes as repeat buyers are finding the presentation of our boxes impressive, high-end, consistent and well-aligned with our premium brand promise – Exceptional, Rare, Select.
