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Usual Wine
- Packaging designed by Jackson Hedden
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Usual Wine Packaging Design Is Everything but... Usual
Standing out in the world of wine is extremely challenging as its vines are deeply rooted in tradition and centuries-old praxis. However, with the right design attitude, it is quite possible to reinvent the bottle and pop the cork in innovative ways.
Such is the case with the new Usual wine packaging, courtesy of industrial designer, Jackson Hedden. These single-serve wine bottles are a seamless mix of fresh visual simplicity and convenience.
With generous proportions and no re-corking needed, they look beautiful, are easy to store and most importantly of all - they perfectly embody the Usual wine!
While most wine brands pride themselves on being "special" in some way, Usual quite literally turns this concept on its head by doing the exact opposite. In fact, the brand was founded on the premise that the perfect glass of wine (and bottle for that matter) should be simple: great grapes, no additives and minimal intervention.
There are no added chemicals or sugars to make wine taste better to the uninitiated. Usual stays true to what the brand calls “the artful approach to making real wine” and its packaging design is exactly that – (re)introducing regularity to the industry that abandoned it in its pursuit to stay old-fashioned (get inspired by beautiful wine packaging designs here).

Usual Packaging Unites Timeless Class, Modernity and Utility to Reinvent Wine Experience
What exactly makes Usual wine packaging design stand tall from the rest? It’s simple (literally!), there are no over-the-top, filigree labels, no tinted, dark glass, no cork and no seductive curves. It’s a straightforward bottle for simple wines that are made with minimal interference.
Usually (!), such clean lines are not seen in wine packaging. A minimal, transparent label reflects the minimal approach to wine, while it retains the full flavor of experiencing it. Although fairly small, each individual bottle can be enjoyed on its own, or a four-pack can be shared with the company.
This intentional design choice showcases how packaging experts skillfully balance aesthetics, functionality, and social dynamics. It enhances the visual appeal and the overall wine-drinking experience!
Even the packaging can be transformed into sleek ice buckets. Rather than being dismissed as trash, it can enhance your personal “wine time!”

Usual Wine Packaging Simultaneously Speaks to Both Experienced Wine Enthusiasts As Well as Those Starting Their Oenophilic Journey
While we don’t want to undermine professionals and true connoisseurs of fine wine, there’s no denying that the sheer number of so-called “sommeliers” paint the whole community as elitist and exclusive, on a global level.
Truth is, that wine is and always was a connecting tissue between people and nations. It’s more than alcohol, it has a sacral significance, but it should be enjoyed by everyone. That is exactly what the Usual packaging design conveys – it's modern, but it evokes the shape of ancient Mediterranean wine containers. It’s unadorned and seemingly plain but that is exactly what makes it so unique and appealing.
The contemporary design approach is what draws millennial and even younger consumers to its “vineyards”; they’ll find it “usual,” while more experienced wine aficionados must appreciate its candidness and openness.
By recognizing people's cultural and emotional connection with wine, branding professionals can effectively craft designs that resonate with different generations and preferences.
Usual packaging is a perfect example of that easy does it! Find out how to design perfect retail packaging here.
- Packaging designed by Jackson Hedden
- 1,719
- Industries:Food & Beverage