Tread Softly moves into the spirits world with Denomination design

Fourth Wave Wine Partners has taken its sustainable wine brand Tread Softly into the spirits world with two new gins – one dry and one pink.

The award-winning brand strategy and packaging design was created for the original wine range by Denomination, highlighting Tread Softly’s sustainability focus.   


Tread Softly cap design

Denomination said the brand packaging moves away from the masculine block branding associated with gin to create a ‘gently powerful presence on the shelf’. The sustainable, feminine and natural style also reflects the high percentage of female gin drinkers as well as consumers concerned for the planet. 

It also mentioned that there’s an abundance of less environmentally safe foiled label solutions, with Fourth Wave wanting to take a new approach into the spirits sector and disrupt it with a ‘gently powerful’ presence on shelf.

Denomination said 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 per cent recycled glass with a paper seal over a wooden stopper.

There is also no plastic security seal on the capsule, using instead a simple paper seal over a wooden stopper.

Denomination CEO Rowena Curlewis said, “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’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 future-proof 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.”

Denomination has developed a proprietary futureproof model in collaboration with industry leaders in sustainable solutions and global consumer insights, as well as some of the world’s leading packaging manufacturers, suppliers and printers.

As such, Curlewis said the drinks design agency was perfectly placed to partner with Fourth Wave Wines and progress its sustainability initiatives. 

“We worked very hard with our vetted network of suppliers to get the right production finishes and bottle choice,” Curlewis added.

“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.”

Fourth Wave co-owner Nicholas Crampton said, “Tread Softly is a brand with a clear agenda. 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”.

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