Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective  Learn more >>
 
Article |

Target VP: experiences inspire great design

Compelling design gives consumers what they want before they know they want it, says Minda Gralnek, vice president and creative director for Target Stores. Target and SuperTarget reflect this philosophy in the design of store brands, and the company’s recent development of the Wine Cube carton offers one example of this thinking.
Print Reprint
FILED IN:  Applications  > Food  > Refrigerated
     

Consumers often don’t drink an entire standard bottle of wine in one sitting. They express frustration over reduced taste quality of the refrigerated leftover portion. Target’s Wine Cube attempts to provide a solution with a four-pack of single-serve 250-mL cartons inside a master carton, retailing for $7.99.
The interior cartons are made from renewable-resource materials.

Wine Cube creates a sense of style while solving two functional problems associated with drinking wine. First, the smaller cartons eliminate the issue of leftover wine. Second, the cartons extend product usage occasions to places where traditional glass wine bottles are unsuitable.

This package reflects what Gralnek describes as the “right-brain, left-brain thinking of many people working together.”

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.