Following the success of the first (and award-winning) Halloween sleeve we created for Black Box Wines, our team was tasked with designing a second limited-edition Halloween sleeve for the company in 2017. 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.

We hand-illustrated a haunted house scene that wraps around the box, creating 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 with details like a broken fence, full moon, and tombstones.

Since the box was meant to communicate the brand’s selling points, visual storytelling 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.