Denomination

Using design to powerfully tell its message, Tread Softly resonated with consumers to become Australia’s fastest growing lighter alcohol brand.

To future proof its business, Fourth Wave Wine was expanding its portfolio with a new, low alcohol wine brand and collaborated with Denomination to develop its strategic vision, values, name, identity and packaging. The key design challenge was to connect with existing customers whilst also attracting a new generation of more health and environmentally conscious wine drinkers.

Small, independent wine producer, Fourth Wave Wine was growing steadily, but its presence in larger retail outlets was limited.

In 2016 an opportunity arose to range a new brand with Australia’s largest retailer, Endeavour Drinks Group (EDG). If successful, it could drive a mutually beneficial relationship and gain market traction for the wine producer.

A family-run winery close to Sydney, Four Winds Vineyard had the chance to attract huge numbers of visitors, but their labelling wasn’t driving the tourism or sales. It simply didn’t communicate the authentic, family-run and local messaging that the brand epitomises.

With over 2,468 Australian wine makers listed in 2016 alone, competition at the shelf was tremendously high. And the only voice Four Winds had was their labelling.

Australia’s oldest cider brand, Mercury, had been declining at a rate of -7% and needed to appeal to younger customers. With immediate shelf impact, the packaging and identity of their innovative new drinks offering helped Mercury pioneer a completely new category in the cider market and transform their outlook.