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Australian winery Fourth Wave is greeting consumers with its new range of plant-based wines named, Hello!, and has worked with Denomination for its packaging design.

With the plant-based movement making its way into the mainstream across a number of sectors, Denomination looked to position Fourth Wave away from the “typically brown and pious” look, to one that communicated the brand’s “friendly, all-encompassing stance” 

The labels feature a soft colour palette using pastels that are “reassuring, comforting and tap into a feeling of security” on matte paper stock to reinforce a natural positioning of the brand. 

“Denomination has communicated the brand’s credentials without relying on clichéd vegan design cues. It’s natural, it treads lightly, but it’s never worthy or dull. Hello! literally calls out from the shelf like an old friend. It’s warm and approachable,” said Fourth Wave co-owner Nicholas Crampton.

“It’s important that our sector responds to the plant-based movement in a modern, cool way, just as other sectors have. Hello! is a very friendly wine that happens to be vegan, too. We want everyone to feel the love.”

Denomination CEO Rowena Curlewis said the messaging on the front and back labels is open, friendly and clear.

“We had to remember that it’s not necessarily obvious to people without a knowledge of wine production processes that a lot of wine is not vegan-friendly,” said Curlewis.

“Hello! is contemporary, sexy, forward-thinking and part of the zeitgeist. It delivers a positive message which is perfect for today, and gives Fourth Wave a strong position in this fast-growing sector.”

Hello! – Pinot Grigio, Pinot Noir, Shiraz and rosé – will soon launch in Australia and New Zealand with an RRP of $13.99 each.

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