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BRIGADE was tasked with designing a limited-edition Halloween sleeve following the success of the limited-edition Football sleeve. The goal was to celebrate the Halloween season with Black Box Wines, but with a more sophisticated and ‘grown-up’ approach that would resonate with the brand’s core audience.
BRIGADE hand-illustrated a haunted house scene that wraps around the box with an illusion of depth that transformed the box into a stage for storytelling. The artwork leverages white inks and spot UVs, bringing the scene to life using details like a broken fence, full moon, and tombstones.
Since the box must communicate the brand’s selling points, visual story-telling devices integrate brand copy with the theme. Custom copy suggests a game to play with guests and the tagline ‘Serves-20-Ghoulish-Guests’ completes a sleeve that puts Black Box at the center of Halloween festivities.
The Halloween sleeve proved to be a great success for the brand. With a photo-realistic illustration style and original copy, the box was successful in celebrating this increasingly adult occasion, while maintaining Black Box’s brand recognition and taking its packaging to the next level.