Boxed wine has its notorious connotations. You know, the ramen-noodle-eating, broke college student on a budget kind of vibe, and don’t even get us started on Franzia moms and dads. However, one might also say it’s the Capri Sun for adults, and its presence adds a sense of comfort and familiarity to consumers. And hey, it pairs great with Cheez-its.

What’s most critical to the category is its underlying feeling of unpretentiousness. But it also doesn’t have to be just fermented grapes getting poured into a wine glass on the packaging, right? Hey Tomorrow’s boxed wine has luxuriously upgraded those ubiquitous cliches thanks to Motherbird’s packaging and branding design.