UXUS designed the brand identity and packaging of APL Wines’ new label, Indulge. The brief was to create an innovative packaging concept and website that targets specific ways of life.
The concept focuses on the practicality and accessibility of its specific target group’s lifestyle: the Fashionista, the Active outdoors-person, the Retro-lover, and the Leisurely. Packaged in a lightweight Astrapouch and featuring bold illustrations, Indulge wines marry lifestyle with conscious packaging.
The various graphic motifs of Indulge spark diversity of the target audience they are reaching out to. This brand sets a new benchmark mapping the wine varietal to the preferred lifestyle of a specific consumer.