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Icon Packaging develops new wine boxes

Icon Packaging has developed a new wine carrier that transforms into a fully functional and branded wine rack, and other designs around the concept of secondary use packaging.

Icon Packaging founder Jason Ivey said putting a secondary use or function into packaging design is the next stage in packaging evolution.

"We’re overwhelmed by the interest and inquiries that we’ve received," Jason said.

According to the company, each wine rack can be customized with a winery’s branding, which lives on in customers’ homes and offices, as it serves a secondary function.

Icon Packaging’s wine racks are designed and built in Southern California, US.