For the launch of Crate, Australia’s Fourth Wave Wine chose to do away with labels and instead concentrate brand information on the capsule.
Drinks branding specialist Denomination is behind the design of Crate, a barrel-matured wine from Fourth Wave Wine. Rather than a traditional label, Denomination came up with the idea to reduce the number of packaging elements and feature necessary brand information in the small space afforded by the capsule (Orora).
All of the brand information for Crate wine is featured on the capsule ©Crate
"With the launch of Crate, we are shining a light on alternatives to conventional packaging that use paper labels, an increasingly precious commodity," Nicholas Crampton, co-owner at Fourth Wave Wine, said in a statement. "There’s no label printing, no adhesives, no paper usage, and less energy used on the bottling line with the removal of the label component."
"Doing away with paper-based elements makes sense given the pressures that are currently on our forests and the impact of deforestation on nature and our climate. Paper labels are applied via a plastic liner and while the liner can be recycled, it still uses non-renewable resources and energy (most of it not clean). Applying and printing labels also requires energy, inks, varnishes and embellishments, and so not having a label means saving on these resources," Rowena Curlewis, Co-founder and CEO of Denomination, tells Formes de Luxe.
Rethinking the role of labels
The 330g bottle (Orora) is made using transition glass (bottles produced when glassmakers change their glass colors and which are normally smashed and recycled) containing at least 75% recycled content. This lightweighted bottle, says Curlewis, compares to 415g for Punted Burgundy and 560g for Premium Burgundy formats.
Crate's bottle is made using transition glass ©Crate
Using the typography to give the illusion of space, the capsule (Orora) contains the mandatory product information, including the brand logotype, messaging, region, vintage, legal claims, and barcode. A QR code provides the consumer with additional information.
The wine comes in a box made of 100% recycled board (Visy) and decorated using flexo printing.
Crate selected a box made out of 100% recycled board for its wine ©Crate
Crate Barossa Shiraz, Coonawarra Cabernet and McLaren Vale Shiraz are sold via independent stores in Australia.
Australia-based Denomination’s previous projects include the packaging design for Tread Softly’s first gin, also part of Fourth Wave Wine’s portfolio.