The Target in-house design team was grappling with a significant issue: shoppers were tearing open their Target Home stemware packaging in an effort to better view and touch the product. These wine enthusiasts tend to prefer stemware with a thinner rim and a particular cut. The result was tattered and damaged SKUs on the store shelves.

WhiteBoard implemented a structure study to develop a vehicle that welcomed consumer interaction yet was still sturdy enough to hold the fragile product. WhiteBoard’s winning solution let shoppers easily see and touch the rim while also allowing for a 360° grip of the enclosed stemware. This consumer-friendly packaging was so successful, the client extended the concept to other products within the Target Home brand.

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