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Light-touch label design lets new-gen drinkers 'tread lightly'

Australian organic wine producer Fourth Wave launched a range of lighter-style wines called Tread Softly, and needed a label design that would communicate the simultaneous messages of light and sustainable.

Denomination’s label work has an ethereal and beautiful presence on shelf.
Denomination’s label work has an ethereal and beautiful presence on shelf.

The new line of Tread Softly wines were created as a ‘next generation wine for the next generation of drinker’ in response to the increasing appetite for light wines with appealingly gentle flavor and minimal environmental impact.

The brand worked in partnership with drinks design specialist Denomination, Sydney, Australia. The design firm’s work illustrates how these factors—light and sustainable—can be communicated effectively while appealing to both traditional audiences and those that new to wine.

The front label uses a PSL pale grey/green colored stock so the only print is the black lettering. The back label prints CMYK offset. The capsules utilize new CMYK technology, and Fourth Wave applies both labels with an in-line automated labeler. 

Family-run winemaker Fourth Wave produces the range–Prosecco, Pinot Grigio, Sauvignon Blanc, rosé, Pinot Noir, and Grenacheu–using sustainable vineyard management and winemaking techniques, as well as lean and green reduced-weight bottles.

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