Design North Nabs an Identity For Three Thieves' Bandit

Another version of the aseptic Tetra Pak package is the one-liter Tetra Brik? carton used by the Three Thieves sub-brand, Bandit. Design North had been working for some time establishing an identity for Three Thieves, the self-proclaimed "liberators of world class wine."

Three Thieves looked to the Bandit brand as a way to bring high-quality Italian wine to America and introduce the aseptic package in a low-risk, friendly way. Rather than include a familiar pour shot to identify wine type, colors signifying white and red varietals were chosen to help consumers purchase.

"In some ways, they're still defining what the brand means," says John Seigert, account manager at Design North. Adapting the brand to a tall shape was the only tricky part, and the pale yellow fit the whole mood of the line in addition to indicating "white wine."