Petalscape

Petalscape was an especially exciting project because it centered around a first of its kind packaging innovation by Frugalpac. The Frugal Bottle, made from 94% recycled materials, offered a completely new canvas for branding with its full 360 degree printable surface, making it a natural fit for Scout & Cellar and its sustainability focused, better for you positioning.

Built around the idea “Petalscape, designed to bloom again,” the brand story celebrated renewal, sustainability, and thoughtful design. Because the bottle format was unlike anything else on the wine shelf, I wanted the packaging to feel fully immersive and seamless. Drawing inspiration from the ornamental floral work of William Morris, I created a flowing botanical pattern that wrapped continuously around the entire bottle, transforming the packaging into both a brand experience and visual statement.

Once the packaging design was finalized, the focus shifted toward education and launch strategy. Since this was a completely new packaging concept for many customers, I helped develop a full creative campaign designed to introduce, explain, and sell the innovation across multiple touchpoints. This included DTC email campaigns, social media assets, sales enablement materials for the field team, a custom landing page, event branding, and launch merchandise. Petalscape became a strong example of how thoughtful packaging design and cohesive marketing can work together to turn an industry innovation into a compelling consumer experience.