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California Square

September 25, 2013 | 7 Comments

Designed by Stranger & Stranger | Country: United States

“Square bottles take up less space but you never see them on the wine shelves. If the wine industry turned over to square instead of round bottles we’d save almost a million trees in outer cardboard boxes alone. Not to mention savings in shipping and storage. We’ve created the icon square brand, California Square, available at Total Wines from today.”


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7 Responses to “California Square”

  1. Jaakko Savolaine
    September 25th, 2013 @ 10:39 pm

    Nice try, except square glass bottles do break more easily. That is the fundamental and historical reason bottles are round.

  2. David
    September 29th, 2013 @ 2:09 am

    I’m usually a big fan of Stranger & Stranger, but to me these look more like a medicine than a wine. In my eyes, a lot of it has to do with the embossing on the glass on the side of the bottle. Sorry, it doesn’t work for me.

  3. Oleg
    October 4th, 2013 @ 2:22 am

    It’s nice pack, but it looks a bit like bottle of olive oil (shape), tequila (lettering)

  4. John Connor
    October 6th, 2013 @ 1:27 am

    What does “it looks like a bottle of something else” mean? Who says tequila and olive oil should be in specific bottles? Well done S&S!

  5. Thomas Adcock
    October 7th, 2013 @ 11:11 am

    The labels have a great historic feel! However, there is a lot going on here in terms of visual noise. It’s like a “How many labels does it take to get the point across” kind of thing. Over all the packaging is reminiscent of old medicine bottles. Jaegermeister has already established that association in the alcohol market (albeit historically), therefore the bottle loses that communication of wine and becomes ambiguous upon first glance.

  6. Gaston
    October 18th, 2013 @ 12:31 pm

    Nice pacakging proposal. Confusing and noisy, agreed.
    Can we please please not play dumb about the supposed “environmental benefits” of sqaure bottles? They say if all bottles where square, one million trees would be saved in carboard cases alone.
    1. Corrugated cardboard typically has a very high post-consumer recyled content and is also very highly recyled.
    2. Square, embossed bottles are heavier, take up more glass & energy to produce and gas to transport them.

  7. Janna Graham
    February 19th, 2015 @ 10:01 pm

    Warning. One of these square bottles literally exploded when I was trying to open it. I ended up with eight stitches on my hand and wrist. I have opened THOUSANDS of bottles of wine in my life time. I literally placed the cork screw in the cork and began to twist, and the bottle blew up and broke into several pieces.
    DANGEROUS. Needless to say, I will be calling the company. I didn’t even get to taste the wine!

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