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, introduced an entirely new canvas for branding with its full 360-degree printable surface, making it a natural fit for Scout & Cellar's 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 a visual statement.

Once the packaging design was finalized, the focus shifted to education and launch strategy. Since this was a completely new packaging format for many customers, I helped develop a fully integrated campaign to introduce, explain, and bring the innovation to market across multiple customer touchpoints. The launch included DTC email campaigns, paid and organic social media assets, sales enablement materials for the field team, a custom landing page, event branding, and launch merchandise, creating a cohesive experience from first impression through purchase.

The campaign exceeded expectations, selling more than 700 four-packs in its first week, with over half of the available inventory sold within the first two weeks of launch. Petalscape became a strong example of how thoughtful packaging, strategic storytelling, and integrated marketing can turn an industry innovation into a compelling customer experience while delivering measurable business results.