The idea was to convert a flat brown box into a funny and interesting medium for the brand concept. All wines need to be delivered in boxes, so why not use them to generate more interest, therefore more execution effectiveness to the branding strategy? For that reason, we developed disguised boxes. From the outside they appeared to have nothing to do with SmartBuy Wines.

Because of the curious approach of the disguised packaging, the brand concept was understood and absorbed even though the SmartBuy Wines logo was not immediately visible to the customer. The packages proved to be as much expected and enjoyed as the wines they carried. They became collectibles. The customers were tempted to make more purchases just to get all seven designs.