When Bandit Wines approached Cue about a package redesign, their goal was to reach out to young adult wine drinkers, the fastest growing segment in the wine market. Bandit’s audience values outdoor experiences, balanced lifestyles and sustainable business practices. While some other Tetra Pak brands express faux sophistication, Bandit saw an opportunity to capture the convenience and appeal of being able to enjoy the wine you love, anywhere you go.
Iconography on the package helps to communicate Bandit’s proposition and personality. Pictograms explain how the volume of each package size translates to traditional wine bottle volume, and the color palette makes it easy to distinguish different varietals. Bandit’s portability also allows for a bit of fun with the brand’s messaging—it’s “Good To-Go Wine.”
Bandit’s new package design is approachable, inviting and fun. While the brand still communicates quality and a social conscience, leveraging portability as a proposition allows Bandit to be appropriate in all sorts of occasions. The design solution increases shelf presence and differentiation from competitors in the Tetra Pak category, as well as from traditional wine brands.