Scope: Brand Identity, Packaging
Art Direction: Dustin Summers & Scott Laserow
Photography: Colleen DeMenna
This conceptual rebrand of Black Box brings a refreshing update to the boxed wine category, targeting a younger demographic while still retaining core consumers. The new identity system is literal and direct, taking the concept of a black box and applying it systematically across different mediums.
A system was created around wrapping large black boxes with colorful stickers. The stickers contain information about each type of wine, notes, and pairings. All information has been locked up into a strict grid.
The identity manual reflects the physical brand, containing tipped-in stickers that float freely away from the pages, containing the body copy of the spreads.