Milan agency reinvents the wine pouch

Milan-based creative agency Reverse Innovation has come up with a novel take on the wine pouch in a bid to rid bag-in-box wine of its low quality image.

The sleek black design scooped an award in the Wine & Champagne category at The Dieline Awards 2014, run by packaging design website The Dieline.

Dubbed “Wine Pouch (R)evolution”, the agency aimed to strip bag-in-box wine of its negative associations via an innovative design where practicality and aesthetics collide.

Working with Friuli-based estate Gigante on the project, Reverse Innovation weaved elements of the estate’s history and geology into a contemporary design.

Reinterpreting the classic “Bordeaux” bottle via a play on solid areas and empty space, the matt finish of the outer packaging contrasts with the glossy pouch.

Via the use of blind embossing and UV varnish, the centre of the outer layer pays homage to the terraced vines planted on undulating slopes in the vineyard, in a graphic shaped like a vine leaf.

The Dieline described the design as offering “a pioneering approach to a very traditional packaging sector”.