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Purple Creative Brings Life to French Box Wine, Alenti | LBBOnline

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  Published in Food and Wine on Monday, September 1st 2025 at 7:32 GMT by lbbonline
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Purple Creative Gives Alenti’s French Box Wine a Fresh, Modern Identity

When a French boxed wine brand – a niche but rapidly growing segment – decides to break out of its “box” and into the spotlight, it needs more than a pretty label. That’s why Alenti, the storied family‑run producer of Provence‑sourced wines, turned to London‑based creative agency Purple Creative to inject new life into its boxed product line. The result is a multi‑channel campaign that not only revamps the packaging but also repositions boxed wine as a premium, sustainable, and socially‑connected option for the 21st‑century consumer.

The Challenge: Perceptions of Boxed Wine

While boxed wine has long been a staple in the UK – offering convenience, lower cost, and a smaller carbon footprint – it still carries the stigma of being a “cheap” alternative to bottled wine. According to a 2023 Euromonitor study, the UK boxed wine market is expected to grow by 3.2 % annually over the next five years, yet only 28 % of consumers view boxed wine as “premium.” For a brand like Alenti, whose heritage is rooted in French terroir and artisanal winemaking, the challenge was to reconcile tradition with the modern, eco‑friendly packaging that boxed wine offers.

Purple Creative’s Strategy

Purple Creative approached the brief with a three‑pronged plan: (1) a bold visual redesign that speaks to French heritage, (2) a story‑driven digital campaign that positions boxed wine as a social experience, and (3) a measurable marketing mix that tracks engagement and sales lift.

1. Packaging That Tells a Story

The agency launched a new design language featuring muted earth tones, hand‑drawn vineyard silhouettes, and a subtle embossing technique that gives the box a tactile, premium feel. The front panel now showcases an evocative illustration of a Provençal sun setting over the vineyards, paired with the tagline: “A Life of Wine in a Box.” According to Alenti’s marketing director, Claire Moreau, “The new look communicates the same quality and passion as our bottled wines, but in a form that’s modern, sustainable, and easy to share.”

Beyond aesthetics, Purple Creative sourced biodegradable cardboard and used a 100 % recyclable closure system, reinforcing Alenti’s commitment to the environment – a key driver for millennials and Gen Z consumers. The packaging also includes a QR code that links to a short film on the brand’s website (https://www.alentiwine.com/experience) that showcases the winemaking process and the story behind the “Alenti” name.

2. Digital Storytelling and Social Integration

The agency leveraged storytelling as the cornerstone of its digital rollout. A series of micro‑videos, filmed in a sunny Provençal cellar, follows a group of friends as they open a box of Alenti, whisking the wine into a cocktail, and then sharing it at a rooftop dinner. These clips were designed for Instagram Reels, TikTok, and YouTube Shorts – the platforms where younger wine lovers consume content.

The launch was accompanied by an interactive Instagram filter that overlays a vintage glass shape on the user’s face, paired with the phrase “Pour a Moment.” The filter, created in partnership with an in‑house AR team, was used by over 25,000 users in the first week, generating a 38 % engagement rate above industry averages.

Purple Creative also coordinated a partnership with the food‑delivery service Deliveroo. For the first month after launch, Alenti offered a “box‑and‑bite” meal kit – a ready‑to‑assemble charcuterie board – that could be ordered alongside a box of wine. The combined campaign saw a 20 % increase in average order value.

3. Measuring Impact

From a data standpoint, the campaign’s impact was significant. Within six weeks of launch, Alenti’s social media reach increased by 55 %, while sales of the boxed line rose 14 % in the same period – surpassing the brand’s own projections of 10 %. Purple Creative highlighted that the use of sustainable packaging also led to a 22 % uptick in eco‑friendly product sales.

Alenti’s chief finance officer, Jean‑Pierre Laurent, noted, “This partnership has proven that boxed wine can be both an experiential and environmentally responsible choice. The campaign’s success has opened doors to new distribution channels, including several upscale retailers in Paris and London.”

Broader Industry Implications

The Alenti‑Purple Creative partnership demonstrates a broader shift in the wine industry toward “experiential packaging.” By reimagining the box as a storytelling medium rather than a simple container, brands can overcome negative stereotypes and tap into new demographics. The campaign also illustrates how sustainable packaging can be a competitive differentiator – a point that resonates strongly with the 46 % of UK consumers who are willing to pay a premium for eco‑friendly products.

Industry analysts point out that the success of this campaign may inspire other boutique producers to consider boxed wine as a viable avenue for growth. According to a 2024 market research brief from Mintel, 18 % of UK wine brands are already exploring boxed options, and an additional 12 % are “in the pipeline” for the next 12 months.

Looking Ahead

Alenti is already planning the next phase of its boxed wine strategy. The brand is developing a limited‑edition “Summer” line that will feature a new color palette inspired by Mediterranean sunsets and a collaborative video series with local food influencers. Purple Creative will continue to provide creative oversight, focusing on expanding the brand’s presence in the U.S. market, where boxed wine is projected to double in size by 2027.

In the words of Purple Creative’s creative director, Maya Patel, “Our goal was to give Alenti’s boxed wine a voice that matches its soul. By merging design, storytelling, and data, we turned a simple box into a passport to French culture and conviviality. The response has confirmed that when consumers are invited to experience the journey, they will not only open the box but also keep opening it again.”

For Alenti, the partnership with Purple Creative has proved that a well‑executed creative strategy can break the box – quite literally – and elevate a product to new heights of desirability.