For their first California red wine blend, Australian brand 19 Crimes asked Snoop Dogg to put his name and face on the label. The launch of Snoop Cali Red demanded a spectacular introduction, in keeping with the irreverent vibe of both brands. So the Cashmere agency asked Premier Press to jump in. We conceived, built, branded, assembled, and shipped a 40-pound Dogg House gift box to each member of an exclusive group of Snoop’s crew.
This was quite the elaborate project. It’s big, heavy, and contains breakable items, so we engineered and built a custom double-walled shipping box with special foam corners. Much of the package had to be painstakingly custom built – including adding the shingles on the Dogg House and hand-painting the features on the Snoop bobble-head bottle stopper.
The gift box itself is a 24”x21”x23” dog house made of solid white oak, with a black stain, clear coat, and gold vinyl printing for the 19 Crimes crest and Snoop Dog logos. The shingled roof opens up to a full-size plush black hooded royalty robe, custom embroidered front and back. One side of the house opens out on cabinet hinges to hold two textured black glass goblets branded with “The Doggfather,” a wine opener shaped like a key, and the bottle stopper with Snoop’s bobble head – all secured with genuine leather straps.
The wine slides out from the “front door,” on a red poly acrylic base that lights up from within when the drawer is opened. In the base beside the wine is embedded a dog-bone-shaped USB flash drive with a fully functioning bluetooth speaker that pairs with a phone or other remote device to play any music – and that also plays an audio welcoming message from Snoop. And if all that weren’t enough, there’s an “augmented reality” component, too. Scan the QR code on bottle, download the app, and see the history of someone who committed one of the 19 Crimes.
Was it a challenge? Did we nail it? Was it well-received? Fo shizzle.