Alternative packaging for traditional wine bottle.
Crest wine packaging concept seizes the moment to change
the way wine packaging is experienced.

A combination of traditions and a modern form language of wine,
Crest reaches for the highest peak of the wine markets
Concept won Gold and sponsor price in 
IOM - Starpack design contest 2012
Judges' comments:
"A simple yet beautiful solution to the brief, works well on the shelf and still maintains a high level of product quality. Well done, a great entry throughout."

Sponsor's comments:
"The 'crest' design meets all of the brief criteria. It has geniune shelf appeal and presents 'mal' manufacturing capability in terms of processability from a logistics perspective. This is very strong with the design/marketing potential to compliment each other."
Starting point and character of crest
Crest wine packaging concept attains its form from the traditional shape of a wine bottle combined with basic geometric shapes. The goal was to retain the shape of the traditional bottle in its simplicity, while creating a fresh modern outfit. 
Due to Crest being designed for premium wines, the packaging does not have to be a regular size. The shape of the packaging stands tall with less volume, while still holding its premium quality. 
Crest is composed of a liquid carton body with a PET plastic display neck. The liquid carton’s large surface allows for a wider range of printing techniques, such as different coatings, embossings, and color combinations, to be applied fully to the packaging.  The PET plastic display makes it possible for the product to be viewed before opened. The use of a regular cork instead of a threaded cap, is not only for aesthetics but also, because cork is mass harvested but used less each day. 
The Shape
Crest’s modular triangular shape makes it optimal logistically. There is little to no air between units when in transit. The neck is shortened to minimize excess air. Crest’s unique shape is also easily recognisable which is important not only on the shelf, but also in the logistic chain. Due to its triangular shape, Crest will not roll off if placed on its side. The triangular shape is also easy to hold, which helps a great deal when pouring. The shape of the neck allows for  a glass to be placed close to the mouth, thus also easing the puoring of the wine.  
In Store visiblity
The packaging encourages displaying in the store and at home. Crest stands out on the shelf. Its negative shape has been used to its maximum potential using it as a graphical element. The main graphics are visible from every angle. Due to its shape Crest stands out from regular bottles and boxes, thus it has a very strong visual impact in the retail environment.
Crest’s large printable area is an advatage to brands, because it maximizes their visibility. The strong wine like shape soothes the transition from the traditional bottle. It is possible for any brand to make Crest their own. Crests branding is very affordable, and the cartons printing possibilities and capabiliies are vast.