A selection of labelled wine and ink bottles, pens, leaflets and branded boxes against a wall of wine bottles in racks.

This creative KRINK x Barossa Ink wine influencer unboxing experience hits the mark

Services

Year

2024

Industry

Food & Drink

In partnership with

Grant Burge Wines

Here at n-fuze, we understand the major shifts in how consumers discover products. Brands can now get even closer to their audiences, with influencers playing a huge role in building trust and showcasing innovative new products and campaigns. Now, it’s more what others say about you, and not just what you say about yourself. This collaboration between KRINK and Barossa Ink Shiraz certainly got people talking.

Grant Burge Wines were looking to amplify the Barossa Ink Shiraz brand visibility through influencer and PR engagement.
n-fuze used KRINK key visuals to deliver a tactile and creative unboxing experience that included an animated element.
The campaign inspired activity on socials, increasing Barossa Ink’s reach and relevance with new target audiences.

The Grant Burge Wines brand teamed up with KRINK, the iconic Brooklyn, NY-based creative studio and art supplies chain led by artist Craig Costello, to craft a bold, unforgettable unboxing experience for content creators across Australia and the UK. In a world where influencers are key to driving engagement, this project highlights just how impactful the right design can be in amplifying a brand’s message to new and existing audiences.

Why influencers matter

In the modern marketing ecosystem, influencers have become essential to brand storytelling. They provide an authentic voice and create a personal connection with their followers. The goal with the KRINK x Barossa Ink Shiraz box was to give influencers a product they could not only enjoy but be proud to show off on their social channels. From the moment they open the box to the second they take their first sip of wine, or make a mark using the supplied KRINK marker pen, the entire experience was designed to be share-worthy, engaging audiences and building hype.

Two men sit in front of a rack filled with hundreds of wine bottles as they show off the box and its contents.

n-fuzers Simon Rayfield and Jack Beaumont with the box and contents in its 'easel' configuration

It’s all about creating something that excites influencers and their followers. We wanted this box to be more than just a delivery - it had to be an experience they couldn’t wait to share. Every detail was designed to spark curiosity and engagement, making sure the unboxing moment would sell the brand’s stories and burst onto social feeds

Simon Rayfield, Senior Design Lead at n-fuze, explains the thinking behind the box design

What’s in the box

The box itself is more than just packaging - it’s a visual and tactile journey. Every detail is crafted to encourage influencers to share the experience with their followers, turning their unboxing into an organic marketing moment for Grant Burge Wines. Here’s what they receive:

A bottle of limited-edition Barossa Ink Shiraz, featuring a custom-designed label taken directly from an original decorated by artist Craig Costello.
A KRINK marker pen and bottle of silver ink - tools that invite influencers to engage creatively with the product and, in true Grant Burge fashion, “Leave Their Mark”
A campaign flyer that tells the story behind the collaboration, ensuring influencers have a compelling narrative and instructions on how and where to share their experience.
A numbered, branded card in a neat display holder, reinforcing the special edition nature of the product.
A transforming display box designed to easily and effectively show off the items together. The concept is based on an artist's easel, cleverly reflecting the creative nature of the collaboration.

With influencers now driving so much of today’s brand discovery, the KRINK x Barossa Ink box creates a shareable moment that draws in new wine lovers while staying true to the edgy, creative fundamentals of both brands.

An n-fuze sketch of the krink x Grant Burge Barossa Ink Shiraz influencer box showing its closeness to the finished result.

We knew this had to be more than just a visually cool package. The box needed to tell the story of KRINK and Barossa Ink coming together in a way that felt authentic and shareable for influencers. Every element of the design, from the label to the ink bottle, was about making that story feel personal and compelling.

Jack Beaumont, Designer at n-fuze, highlights the importance of storytelling in influencer marketing

As an agency, we know how important it is to create meaningful experiences for influencers, ensuring they not only showcase the product but also become genuine advocates for the brand.

This is the first-ever partnership between KRINK and a wine brand, and we’re proud to have helped shape a campaign that uses the power of influencer marketing to its fullest potential. By merging art and wine, we’ve designed a product that’s perfect for the digital age - one that influencers can’t resist sharing and their followers can’t wait to experience.

Ready to make your mark?

If you want to unleash the power of influencers and create impactful marketing moments, we’d love to help. At n-fuze, we push creative boundaries to deliver solutions that captivate, inspire, and convert. Let’s craft the next big thing for your brand - together!

Credits

Krink is an artist materials brand and creative studio based in Brooklyn, NY, founded by artist and New Yorker, Craig Costello, as a maker of inks and paint markers for graffiti writers.
Barossa Ink Shiraz is from Grant Burge Wines (an Accolade Wines brand), cultivated in the heart of Barossa, Australia’s premium Shiraz region.
Original brand guidelines and assets provided by F&BM
Print and production by Tom Ludlow and Edge POS Displays

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