In Box Wine is a playful brand that creates wine in juice box packaging. Aiming to take
the pretentiousness out of wine drinking, the brand serves the alcoholic beverage with snarky irony by placing it in a package associated with childhood. In Box Wine targets young mothers, ages 25–40, with a strong sense of humor.
In order to speak directly to my audience, I used bright colors and relatable, witty
copy about parenthood and adult life. The juice box packaging directly references the
childhood drink, but with a more elegant design that speaks to adults. Knockout was
used as the main typeface for its loud and expressive personality. The large family of weights and widths also allowed for bold and condensed type where needed, in order
to fit the narrow sides of the wine boxes.