4thStreet launched in 2009, based on research that the packaging needed to be very simple and literal in order to recruit mainstream consumers from other categories (especially RTDs) and introduce wine as a desirable alternative. This led to the simple street sign housing, the brand name and the very literal image showing a street scene with the consumption moment illustrated.
In 2012, for the relaunch of the BIB (Bag-in-box), Just Design developed a more sophisticated interpretation of 4thStreet as a city scene. The very successful BIB branding was then applied directly to the wine label. The street scene was replaced with a rooftop party and the variant colour upweighted to provide a funkier, lively interpretation of the pack.
In 2015, with the target consumer having become familiar with the wine category and being comfortable with drinking wine, the pack took on a far more sophisticated and aspirational look. The tables are gone and the characters are represented as black silhouettes against a bright starry night sky. The iconic skyline used in communications was adopted within the label in an unusual move for a wine label, creating a seamlessly consistent experience across all 4thStreet collateral. Secondary elements were upgraded, improving legibility and punchiness and increasing premium brand cues. The label printing also took a step forwards with silver foils and embossing on the stars and quality seal. The Single Serve upgrade completes the full cycle for the brand.