Project Type: Produced
Client: Fourth Wave
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass
Australian winery Fourth Wave launches a new range of ‘friendly’ plant-based wines called Hello!, with brand strategy and packaging identity by drinks design specialist Denomination.
The plant-based movement is booming as more people seek to reduce their dependence on animal products for all kinds of reasons, including health, the environment and animal welfare. To respond to this trend, Fourth Wave has introduced a range of wines that invites everyone to the party – vegans, vegetarians, flexitarians, pescatarians, meat eaters, anyone who prefers to drink wines that have been produced without using animal-based ingredients like bone, casein and isinglass.
Denomination’s work shows how a brand can position itself effectively in a broad and inclusive fashion, while responding to the specific needs of more niche target consumers, such as vegans, too.
“Hello! wanted to embrace all wine lovers without alienating vegans and vegetarians,” says Rowena Curlewis, CEO, Denomination. “So 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.”