Made exclusively for Lidl, as a Christmas Limited Edition, AS created the packaging for 1.5lt wine-in-box semi-dry wine, for the client The Wine Barrel. The container was designed to resemble a handbag, with the addition of golden elements to evoke a festive mood and give a sense of luxury. The incorporation of leather texture elevated its appearance, giving it a realistic and expensive feel. To complete the transformation, a red string was attached as a strap, lending authenticity to the bag's design.

AS Strategy, Design & Communication is an Athens-based creative studio specialising in brand strategy, visual identity and narrative development. The studio works across sectors, helping organisations shape how they present themselves through clear, structured and concept-driven design. Its approach combines strategic thinking with strong creative direction, focusing on building cohesive brand systems that communicate effectively across different platforms and audiences.

Inspired by fashion whose trends influence the majority of people’s lifestyle, A.S. decided to market a wine targeting mainly women, as fashion accessory. A twist on the rule “the bag matches the shoes” transformed the theme of the idea into “the bag matches the wine”.