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What’s the next generation wine for the next generation drinker? Our client wanted to create a brand that would match the values of the millennial and Gen Z generations. These values were determined as being environmental sustainability and sensitivity, wines produced with minimal preservatives, wine that were naturally “better for you”, which in wine means naturally lower in alcohol.

But more than that, the client wanted this brand to appeal to those consumers who shared millennial values, regardless of which age demographic they fell into: a compelling brand that would inspire and engage both a new and existing wine consumer.

Creating the poetic name, Tread Softly, we evoked a sense of eco-awareness and sustainability, whilst echoing the lighter styles and refined flavours of the wines. The semiotics of the labels needed to support the name, so the graphics are delicate and considered. It’s a daring, restrained approach, with a soft design aesthetic that complements the brand premise and name. Overall, the work celebrates the brand’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.

In line with the launch of the brand, Denomination created an in-store activation program whereby for every 12 bottle case bought, Fourth Wave would plant a native tree. Our headline “Raise a forest with your glass” featured on in-store posters, shelf wobblers and header cards. We also designed and produced 180cm raw cardboard trees to highlight the promotion in the store environment. Within 20 months, over 200,000 native trees had been planted.