Denomination designs add animal magnetism to eco-wine brand Wise Wolf


The packaging itself ticks many pro-planet boxes. It comes in 100% post-consumer recycled glass cullet, with 100% recycled paper labels and 100% recycled plastic closures. In total, the pack is made from 95.1% recycled content and can also be recycled again.

Plus, to convey the product’s eco-credentials, Denomination – an award-winning design agency specializing in beverage branding – drew inspiration from a rather unusual source: the return of wolves to Yellowstone Park in the United States.

While most of us think of wolves as beasts that eat the grandmothers of young children, the animal has actually played a pivotal role in restoring a balanced and healthy ecosystem to the national park that s spans across Wyoming, Montana and Idaho. So Denomination decided to use the wolf as a central motif in the branding and packaging design to signal the urgent need to ‘return to nature’.

The pyramid-shaped design cascading down the bottle is a powerful statement about the wolf’s leadership in restoring nature’s balance, echoing the brand’s mission to reduce the environmental impact of packaging. wine.

The round label on the front echoes the circular movement of recycling as well as the circle of life. And the natural, mossy color palette, along with the striped texture of the bottle, underscores the brand’s environmental credentials and nods to wolf fur.

The unusual bottle shape – chosen from Estal’s Wildly Crafted range – is also used to attract attention while maintaining the tapered shape of the wine bottle to give it a sense of familiarity.

Transparency is at the heart of the brand’s philosophy. Thus, a QR code is available on each label referring to a website that gives more information on the environmental references of each component of the packaging.

“The restoration of wolves in Yellowstone Park has created a more balanced and healthier ecosystem in the US National Park, helping flora and fauna to thrive, and has been a perfect inspiration,” said Rowena Curlewis, CEO of Denomination. “In our designs, the wolf represents a return to nature by leading the way, just as Wise Wolf is at the apex of a movement to reduce the environmental impact of wine packaging.

“Sustainability is at the heart of our business. We wanted to show that Accolade is the market leader in wine, ensuring that Wise Wolf can act as a catalyst for others to also create better, greener solutions for wine. packaging of wine.”

Rowena adds that environmentalism is at the heart of Denomination, which is celebrating its 20th anniversary, has offices in Australia, the UK and the US, and has clients in the wine, spirits, cider, beer and soft drinks. And she points out that it’s not just about helping customers be competitive, but more of a case where “a rising tide lifts all boats.”

“By encouraging brands to put sustainability at the forefront of their decision-making, we can help reduce the impact our brands’ packaging has on the Earth,” she says. “We want more and more brands to choose sustainable solutions, so that together we can make a difference in this wonderful world we live in.”

“Denomination has an uncompromising dedication to sustainability and a passion for beautiful designs, so it was the perfect choice for Wise Wolf,” said Nancy Baghdadi, Director of Global Innovation at Accolade. “They constantly challenged us to maximize the amount of recycled content without ever compromising on design, and their vast knowledge and strong supplier contacts were invaluable. What they helped create demonstrates that we can use the maximum amount of recycled materials and offer a range of quality wines to consumers.

But this is only the first step of a long journey, she adds. “Accolade is constantly looking for new and better ways of doing things and is committed to driving positive environmental change. We wanted Wise Wolf of Banrock Station to be bold and brave to lead the way in the wine industry. alternative packaging solutions that reduce waste and use as much recycled content as possible.”


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