Wine packaging design: the La Casita case in Tetra Pak and pouch
At Batlle, we developed the packaging design for La Casita for two formats that are gaining ground in the wine sector: the Tetra Pak-style carton and the pouch (flexible bag), both in 1.5-liter sizes. The project combines graphic design, branding, and illustration to adapt the same visual identity to two formats that are very different from the traditional bottle.
Why wine packaging is changing
The glass bottle remains the standard, but more and more brands are exploring alternative packaging for very specific reasons:
- Less weight and less glass, This facilitates transport and reduces the environmental impact of shipping.
- New consumption moments: picnics, trips, second homes, outdoor events, where glass is impractical.
- Larger brand surface areaBoth Tetra Pak and pouch offer different shapes and areas to tell a visual story.
- Differentiation at the point of sale, in a line where the vast majority of references are still identical bottles.
These formats are no longer perceived as an "entry-level" or lower-quality option: more and more wineries are using them as a strategic branding decision, not just a cost-based one.
The La Casita project: one identity, two supports
For La Casita we created a geometric illustration inspired by the Mediterranean landscape: cypress trees, mountains and a village with red roofs, with a palette of purple, yellow and green that connects with the character of Tempranillo wine.
The design challenge was not only to create an attractive illustration, but to make it work equally well on two very different surfaces:
- In the Tetra Pak packaging, where the design unfolds in a rigid, vertical format, with space for typography and technical data on the side.
- In the pouch, a curved and flexible surface, with the dosing tap as the central element that had to be integrated without breaking the composition.
Maintaining brand consistency across both media is one of the areas where the difference between a generic packaging design and one developed specifically for each format is most noticeable.
Graphic design and branding: the challenge of consistency between formats
When a wine brand decides to work with various packaging formats, its branding must be consistent across all formats. This involves reviewing typography, visual hierarchy, colors, and graphic elements to ensure they adapt to curves, handles, taps, or side panels without compromising brand recognition.
It is a job of applied graphic design, not just aesthetics: each element must remain legible and recognizable on the shelf, on social media and at the point of consumption itself.
Why hire a design studio specializing in packaging?
A design studio with experience in packaging brings something that goes beyond illustration: it understands the technical constraints of each format (spaces, folding, die-cutting, labeling regulations) and turns them into part of the creative solution, not a limitation.
At Batlle we work on packaging design and branding as a single discipline: we help food and beverage brands to define their identity and carry it, without losing coherence, to any format they decide to adopt.
Frequently Asked Questions
What are the advantages of Tetra Pak packaging for wine? Tetra Pak is lighter than glass, reduces transport costs and carbon footprint, and protects wine well from light, making it suitable for young wines for everyday consumption.
What is a wine pouch and what is it used for? A pouch is a flexible, bag-like container, usually with a dispensing tap, designed for practical and portioned consumption, ideal for outdoor activities, travel, or informal consumption.
Does alternative packaging (Tetra Pak or pouch) reduce the perceived quality of the wine? Not necessarily. With well-executed graphic design and brand direction, these formats can convey as much quality and personality as a bottle, while also offering practical and sustainability advantages.
Conclusion
Wine packaging design is no longer limited to the bottle. Formats like Tetra Pak or pouches require branding and graphic design work capable of maintaining brand identity across all media. If your brand is considering new packaging formats, at Batlle we can help you design them without compromising brand strength or consistency.
