Revitalising the public’s favourite wine!

Liebfraumilch is one of the most famous wines in the Norwegian market that is loved by many for its straightforward style.

Due to declining sales, the need to do something with the outdated and “blue” bag-in-box were present. The solution was a proper redesign and a modern, lighter expression that reflects the wine’s light and uncomplicated character. “New Design” and the image of the old box were used the introductory phase to ensure recognition among existing customers.

The result of the redesign is very good, sales decline has stagnated and the wine has now stabilized back at the old level. A proof that design works!