Denomination has created a powerful and category changing brand and packaging identity for Fourth Wave Wine’s Tread Softly Gin.
The brand packaging is quietly disruptive, moving away from the masculine block branding associated with gin to create a ‘gently powerful presence on the shelf’. The sustainable, feminine and natural style reflects the high percentage of female gin drinkers as well as consumers concerned for the planet.
All elements of the brand have been carefully selected based on the sustainability credentials of Tread Softly. The small font label is fashioned from natural paper stock and the design on the back is screen printed and features beautiful illustrations of flora and fauna – all of which can be seen through the glass and the liquid to amplify the natural message and reflect the brand’s awareness of its environmental footprint.
The glass is made from 100% recycled glass with a paper seal over a wooden stopper.
“The original brand was developed as a ‘new generation of wine for a new generation of drinker’, and it exceeded budget forecasts by 515% in the first year,” says Nicholas Crampton, co-owner at Fourth Wave. “We felt there was room for that ethos to be carried over into spirits to respond to the growing desire among consumers for brands that care about the planet.”
Rowena Curlewis, CEO at Denomination, says: “We originally created this brand to speak to consumers’ rising ethical engagement and awareness. One of the key objectives behind the strategy was to futureproof Fourth Wave Wine’s portfolio and make room for sustainable diversification. Taking this ‘gentle juggernaut’ of a wine brand into spirits shows just how effective brand strategy and packaging identity can be when they are developed to flex and grow, accommodating business development and changing consumer needs.
“This type of futureproof approach is becoming essential as our industry responds to increasing environmental challenges and consumer scrutiny. We wanted to create a brand that would convey Fourth Wave’s commitment to safeguarding the sector and the planet.”
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