Cheeky rose and snappy white—these are our kind of wines. Laurent Varlet Design & Illustration developed playful and fun packaging for Backpack Wine Co. and their line of canned wines that can be enjoyed at home or on the road.
“Backpack Wine Co. needed packaging that would have great impact at shelf and look premium while keeping things light-hearted. We took inspiration from materials traditionally found on a backpack (patches, zippers, mesh, buttons) to develop a bold, graphic pattern that could be leveraged across the packaging and identity.”
It used to be that any wine without a cork was frowned upon, but Backpack Wine encourages people to lose the cork and take their wine conveniently wherever they’d like, no opener needed. Because of this more modern approach, the packaging needed to be energetic and appeal highly to millennials, which the bright colors and lively patterns do. The rose features a light pink color while the white wine has a light yellow, and looking somewhat pastel they indicate that the flavors are delicate and light. Copywriting adds in a bit of humor, with the names of the wines giving Backpack Wine a bit of personality.
