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.
By Jim George, Editor-in-Chief
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.”