Designing for People and Place A Case Study of Packaging Development for Local Winemakers in Lower Silesia
Designing for People and Place A Case Study of Packaging Development for Local Winemakers in Lower Silesia
StatusPost-Print
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Authors
Wszołek, Mariusz
Gąsiorowska, Agata
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Wine Economics and Policy
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1-27
ISSN
2213-3968
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2026-05-04
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Abstract EN
This paper presents a qualitative case study of packaging development with local winemakers in Lower Silesia, an emerging wine region in Poland. The study conceptualizes packaging as an integral component of local wine value chains—a coordination mechanismthat reduces information asymmetry, lowers consumer search and interpretation costs, and supports disintermediation in direct-to-consumer channels. Using a design-led participatory approach, the study documents a collaborative process involving designers and small-scale producers through workshops, interviews, and iterative prototyping. Five recurring communication strategies are identified—people-centered, place-based, cultural, character-based, and semantically open—interpreted as distinct signaling and coordination mechanisms within the value chain. These strategies enable producers to build credibility, communicate origin, and differentiate products despite structural constraints of small production scale and limited institutionalized reputation. Although systematic quantitative performance data are unavailable due to the predominance of direct sales, the study documents widespread adoption of packaging solutions and provides qualitative evidence of their role in market positioning. The paper contributesto wine economics by conceptualizing packaging as a mechanism of value coordination and adaptation in emerging wine regions.
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Keywords PL
Keywords EN
Wine value chains
packaging design
local winemakers
place-based value creation
regional development
sustainability
Value Chain
wine
wine packaging
Local wines
packaging design
local winemakers
place-based value creation
regional development
sustainability
Value Chain
wine
wine packaging
Local wines
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Sustainable Development Goals
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