Glug

Design Agency: Our Revolution
Project Type: Produced, Commercial Work
Location: Australia
Packaging Contents: Mulled Wine
Packaging Materials: Paper, Glass

Started in a Gothenburg kitchen by two friends, Glug is a wine served warm with an infusion of spices based on the traditional Scandinavian recipe of Glögg. Once a medieval tipple, Glögg has enjoyed a recent resurgence in Europe and co-founders, Jelena and Sara, saw an opportunity to take their much loved family recipe to market.

When pouring the wine the anticipating sound of the ‘glug’ can be heard and so the brand name was born, which suitably paired with the sound of its founding recipe Glögg. Using the curvaceous, hollow shape of the ‘g’, a ripple like pattern was created to emulate the warming syrup like texture of the wine. The vibrant colour palette and minimalist design nodded to the Scandinavian design aesthetic and reinvented a traditional product for a contemporary occasion today.

What’s Unique?
Existing mulled wine packaging in store has often been neglected or reserved for only ‘festive’ designs compared to its wine varietal counterparts. But as the popularity of mulled wine grows, Glug took the opportunity to enter the market with a distinctive, bright design that appealed to a younger consumer, stood out in the wine category overall and not just against other mulled wine brands.

The sustainable secondary gift packaging was important to stay true to the all-natural ingredient ethos of the brand owners and also elevated its presentation on shelf.