Papillon Mimosa
Wine Packaging Design
How do you keep a category as established as wine feeling fresh, relevant, and exciting to new audiences?
We’re delighted to showcase the Papillon Mimosa packaging, a bold new addition to Van Loveren’s Papillon sparkling wine range. A lightly sparkling, orange-infused wine with lower alcohol, Mimosa was created to recruit RTD and other beverage drinkers into the wine category by offering them something instantly approachable, vibrant, and fun.
“Design has the power to shift perception, spark curiosity, and open a category to new audiences.”
The challenge was twofold: to give Mimosa the best chance of gaining fast traction as a new market entrant, and to create a further halo effect on the Papillon sparkling range we recently redesigned.
Our solution was a vibrant, all-over shrink sleeve – a confident pop of orange that is striking on shelf, yet delicate and tactile in hand. The butterflies, once contained in a soft pattern, are now released to fly free, marking a burst of energy and new life for the brand!
Our solution was a vibrant, all-over shrink sleeve – a confident pop of orange that is striking on shelf, yet delicate and tactile in hand. The butterflies, once contained in a soft pattern, are now released to fly free, marking a burst of energy and new life for the brand!
The result? Immediate sell-out of the entire first retail run.
By bringing together relevance, freshness, and shelf impact, this new release demonstrates how design can drive both visibility and desirability.
