Fabiano Stresses FAB Fashion in New Wines

Two new Italian wines from Fabiano, one of Italy's prestigious wineries, are packaged with hip and colorful designs created by Toronto-based Fish Out of Water Design. The new FAB wines were conceived to tap into a growing interest in wine's fun side, which is still a new approach in Italian wines.

The trend towards wine that doesn't take itself too seriously is particularly predominant among young professionals who are enjoying products that have quirky and engaging personalities. "Our mandate was to create a package design that would bring a new, younger audience to a well-established and traditional Italian wine," says Rebecca Hamilton, partner/v.p. client services at Fish out of Water Design.

Fish Out of Water Design created two different labels for each wine featuring a nattily dressed man or woman "stomping" a pile of grapes. A vibrant color palette is used that marks a clear departure from other wines in the Italian category. Italian illustrations on the label depict a Lamborghini, the Leaning Tower of Pisa, the statue of David and a Vespa.

Each label has a distinct neck tag based on a fashion accessory that complements the label design. "The design we created is based on the consumer insight that the younger wine drinker is first attracted by a wine's personality, and then by the wine," adds Charlene Codner, partner/v.p. creative services at Fish out of Water Design.

Cointreau Goes for Trendy and Feminine Secondary Packaging

For around the past five years, the famed Cointreau orange liqueur has had a new target—women. To seduce their female consumers, Cointreau dreamed up Cointreaupolitan, a cocktail based on Cointreau, cranberry, and lemon juice.

To support this new product, the brand has created a marketing campaign and new consumption patterns. Cointreau is changing its image and is swapping fuchsia for the traditional orange to appeal to a younger, more feminine, and more fashionable audience. With soirees in trendy Paris nightspots, limited-edition designer glass jewellery, various goodies, and a newsletter, the brand is bringing the consumer into an exclusive and trendy universe.

The brand asked Cosfibel Creative Packaging in France to update the packaging to expand on the younger and more feminine look for the brand. Inspired by the codes and colors of the Cointreaupolitan universe, the fashionable package has splashes of pink, arabesque motifs, and a playful boudoir feeling. The transparent sleeve houses a little 350-ml bottle along with a flashy pink shaker. The handle brings an original touch with a pink satin ribbon sporting the Cointreaupolitan logo and decorated with two beads that keep it in the sleeve. Apart from the case, the ribbon becomes a lovely little bracelet.

Airless Bottle Uses a Cylindrical Pouch in Aluminum Film

Lablabo continues to expand on their airless pouch system with the airless EasyFoil bottle. This bottle is fitted with a pouch consisting of an aluminum multilayer film rolled up and welded around a superior ring and an inferior "coupelle," both of which are produced in a thick plastic material.

The film is composed of an exterior PET layer and an interior PP or PE layer wrapping a central aluminum layer of 12 microns in thickness. Depending on the nature of the product used, the internal layer choice will be either PP or PE, the ring and "coupelle" being of course produced in the same material with a sufficient thickness to provide a perfect barrier, especially against oxygen or UV light.

The conception of this new pouch allowing an intervention of two rigid parties against a pouch, which is very soft, allows it to achieve an extremely pushed retraction during use and therefore the product restitution percentage much higher than the traditional pouch. EasyFoil accepts without any difficulty the most viscous products as well as the most fluid and offers all the advantages of the preceding airless bottles from Lablabo such as good restitution if the bottle is upside-down, precise dosage delivery, or containment of the pouch at a stand-still position.

The major interest of this innovation, which is the subject of international patents, resides in the combination of the advantages of the aluminum—the best know barrier to date—with the easy filling of a cylindrical open pouch. Whereas a traditional flat aluminum pouch would require special equipment and very delicate handling during the filling process, EasyFoil offers an easy filling method since this can be achieved with any standard machine simply by gravity. This aluminum pouch technology can now be introduced on all production and filling sites without any constraints.