Wine in a can? Oh joy! Or this case, Joiy.
Before discussing this package design specifically, let’s consider the package. As I wrote recently on the Pitchcork blog, wines sold in cans are having their moment right now. Demanding consumers are seeking packaging alternatives that are more environmentally friendly and in synch with their lifestyle. Cans travel well, chill quickly, don’t break and add the convenience of single servings. Plus, aluminum has one of the highest rates of recycling.
Cans are also advantageous from a design perspective. Unlike a label on a bottle, the entire surface of a can is printed. This opportunity for brilliant design is blossoming in the craft beer market. Wine is just getting started.
Joiy is one of a burgeoning number of brands to capitalize on the acceptance of wine in cans. Especially among young consumers. That appears to be their target market with this packaging. This is a brand that appeals to the adventurous of spirit. Their trademarked slogan is, “Live for today”. They even have an Ethos page on their website to expand on their philosophy. On the can, they let the design speak for itself.
This is a study in contrast. The can is dominated by an incredibly appealing powder blue background. Bubbles rise from the base. The brand name JOIY is set in a classic banknote typeface and filled in gold. The “J” is enlarged and the capital “I” is dotted. The word is framed in an antique scroll with a menacing lion at its base. A pair of gryphons stand guard left and right. Unexpectedly, a colourful bird sits atop the scroll. It changes the mood created by the stoic black and white artwork it is perched upon. A hummingbird repeats the statement on the back of the can.
Aside from the maiden’s head and feathery flourishes at the top of a frame that contains basic product information, the back is unremarkable. The brand portrait is painted on the front.
The wine? It’s labeled as Shimmering Bubbles – White Wine. I’m definitely not the target market for this wine. It’s a bit sweet for my taste. That’s not to say it’s terrible wine. There’s a market segment for it and the package design does a great job of connecting to it. It’s a pretty pack with a gothic edge. Rebellious with a rose.
Marketing this wine in a can is perfectly apropos. Their customer will respond well to the colourful design and convenience of a single serve offering.
Would you buy wine in a can? Let me know in the comments below.
