Australian organic winemaker Fourth Wave has partnered with Denomination for its latest range of lighter-style wines, Tread Softly.
The Tread Softly range was created in response to increasing demand for light wines that taste good and have minimal environmental impact, and is set to be the “next generation wine for the next generation drinker”.
Denomination followed the poetic name of the brand, using soft, natural tones and floral imagery for the Tread Softly range, and naturally flecked uncoated paper stock for the label. The design aims to evoke a sense of eco-awareness and sustainability, as well as alluding to 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,” Denomination CEO Rowena Curlewis says.
“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.”
Fourth Wave is family-run and 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.
Fourth Wave co-owner Nicholas Crampton says the selection of wines had been developed in response to modern thinking about well-being and sustainability.
“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,” Crampton says.
“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.”
Tread Softly has initially launched to trade in Australia and also has a can format currently in production.
