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Article | April 30, 2003
Graphics add flavor
New vibrant packaging for Madera, CA-based Almaden Vineyards’ new Red and White Sangria flavors was designed by Tucker Design (Adelaide, Australia).
The wines’ boxes are decorated with high-impact colors and a festive theme that Almaden says sets it apart from the traditional image of the segment. “Almaden is taking the box wine category in a new direction with two new flavors and a fun energetic and vibrant design” says Diana Pawlik Almaden brand manager. “The new positioning will broaden our consumer base while still appealing to our core users.” The box design is consumer friendly and enhances user experience. The new box has maintained traditional functional design elements such as an easy-to-carry handle “Last Drop” tilt tab and a “Twist and Serve” spout in vibrant citrus colors of lime green orange and yellow for the new flavors. “We had incredible consumer response to the new flavors and fresh approach to packaging” says Pawlik. “Consumers felt the twist on the traditional flavor profile and exciting graphics were innovative exceeding their expectations.”
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