Giraffe's Trunk Craft Wine Packaging & Campaign
Giraffe's Trunk is made in South Africa. It is a boxed wine aimed at a new market, craft beer drinkers. Millennials are drawn to the word 'craft' as they believe it identifies a product that has been made with care, skill and quality. The package resembles vintage traveling trunks, and has authentic feeling travel stickers and leather texture and straps. In researching the growing wine industry in South Africa, we learned that there are refuges for giraffes near by. Some proceeds from each package sold will go to protect these giraffes from poachers. This project was a collaboration between myself, Abigail Dillon, and David Sciortino.
Boxed wine has a reputation for being cheap and low-quality.
Through packaging and advertisement, we will highlight the benefits of boxed wine. Boxed wine is unique because it is easily portable, and you can carry more at one time than a typical bottle of wine. The packaging will appeal to the craft drinking audience.