Fourth Wave Launches Wine Range for New-gen Drinkers in Collaboration With Denomination

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Denomination - Tread Softly

Australian organic wine producer Fourth Wave launches a range of lighter-style wines called Tread Softly in partnership with drinks design specialist Denomination.

Tread Softly has been created as a ‘next generation wine for the next generation of drinker’ in response to the increasing appetite for light wines that taste good, whilst having minimal environmental impact. Denomination’s work illustrates how these factors can be communicated beautifully and effectively, whilst appealing to both traditional audiences and those new to wine.  

Family-run winemaker Fourth Wave produces the range – Prosecco, Pinot Grigio, Sauvignon Blanc, rosé, Pinot Noir and Grenache – using sustainable vineyard management and winemaking techniques, as well as lean and green reduced-weight bottles.

Nicholas Crampton, Co-owner, Fourth Wave, says: “This selection of wines has been developed in response to modern thinking about wellbeing and sustainability, and we wanted that message to be communicated clearly to consumers. We approached Denomination because it has unparalleled experience in the wine sector, and we knew the team would deliver a brave brand and packaging strategy to reflect the ground-breaking nature of Tread Softly.”

A lighter touch

Indeed, this is a brand that attracts attention. A poetic name, Tread Softly, evokes a sense of eco-awareness and sustainability, whilst echoing the lighter styles and refined flavours of the wines. 

Rowena Curlewis, CEO, Denomination, says: “The semiotics of the labels needed to support the name, so the graphics are delicate and considered. It’s a daring, restrained approach, but we’ve created a design aesthetic with a softness that complements the brand premise and name. Overall, the work celebrates the selection’s pioneering, eco-aware spirit and communicates that the wines are better for the planet and the consumer.” 

Using naturally flecked uncoated paper stock, the front label is not only nature-friendly, its artwork is discreet and understated, encouraging you to lean in and take a closer look. However, turn the bottle around and you find dramatic, sensual images of flora and fauna signifying the wines’ sophisticated flavour profiles. These eye-catching images also appear on the capsules to further boost stand-out and allow for a more minimalist approach on the front labels. 

Nicholas Crampton says: “Research shows that consumers all over the world are drinking less but better quality, and they want products that chime with their eco-aware thinking. The Tread Softly brand totally taps into this. Denomination’s work has an ethereal and beautiful presence on shelf that will ensure that Tread Softly enjoys a long, fruitful future.”

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Design Agency Name: Denomination
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Fourth Wave Launches Wine Range for New-gen Drinkers in Collaboration With Denomination
Brand / Project Name: Tread Softly
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Identity System, Consumer Brand Guidelines, Consumer Brand Experience, Consumer Graphic Packaging Design, Consumer Brand Digital Design
Location: Australia
Market Country: Australia
Market Region: Multiple Regions
Project Category: Wine
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Glass