Fourth Wave Wine Partners is taking its eco wine brand Tread Softly into the spirits sector with two new gins, incorporating the original brand strategy and packaging developed by Denomination.
Denomination's brief was to incorporate a sustainable, feminine and natural style into the Tread Softly Natural Botanicals Dry Gin and Delicate Botanicals Pink Gin brand, and disrupt it with a ‘gently powerful’ presence on shelf.
Given that the brand had already been established, Denomination wanted to develop an approach that built on existing brand recognition and eco credentials, while also bringing something totally new to the spirits sector, which is known for its innovative approach to labelling.
On the small front label, fashioned from natural paper stock and printed by Ultra Labels, there’s a tiny illustration of a ladybird, encouraging consumers to lean in and investigate. The bottles, produced by Estal in Spain, feature screen printed illustrations of beautiful and generous flora and fauna.
The illustrations can be seen through the glass and the liquid, amplifying the natural message and reflecting the brand’s awareness of its environmental footprint. 100 per cent recycled glass is used, which has been tinted with changing blue/green hues.
According to Denomination, many different label dyeline templates were trialled to ensure that the barcode and mandatories would fit on the stopper, which also serves to tell a story about the the product, with Cast Gloss stock ultimately chosen as it performed best in the trials in terms of adhesion and ability to curve around the stopper and neck.
Denomination found that the final dyeline template was beneficial as it provides security without the use of plastic, which is in line with the brand’s sustainable positioning.
The neck label was produced by Ultra Labels, with bottle printing by DekorGlass.
“We worked very hard with our vetted network of suppliers to get the right production finishes and bottle choice,” said Rowena Curlewis, CEO at Denomination.
“It’s not simply about creating something beautiful. We strive to help businesses keep on top of sustainability initiatives and product innovations, connect with the right suppliers and keep up with shifts in regulations – all while keeping an eye on the bottom line,” she added.
“Tread Softly is a brand with a clear agenda,” said Nicholas Crampton, co-owner at Fourth Wave, who confirmed that the Tread Softly eco wine range had exceeded budget forecasts by 515 per cent in the first year.
“We are planting more trees, using recycled materials in our bottles and always looking for ways to reduce our carbon footprint. Denomination understands that journey and how to convey it to consumers in an authentic way. We’re on the same page when it comes to safeguarding our business and the wider industry.”
Tread Softly Natural Botanicals Dry Gin and Delicate Botanicals Pink Gin are available at major Australian retailers, priced at approximately $58 a bottle.