Tread Softly

Tread Softly was launched in 2019 as a “new generation wine for the next generation drinker”: a brand that would match Millennial and Gen Z values. Since then, this sustainably-produced and packaged brand has experienced exponential success.  With a promise to plant a native tree for every 9LE case sold, in under 5 years the brand has planted its 2 millionth tree. From its inception as a table wine, Tread Softly has successfully expanded into other drinks categories and formats including RTDs, spirits (gin & vodka), bagnums, mid strength, alcohol-free, natural, botanicals, sparkling and spritz.

Sustainability has been key to this brand and so all packaging decisions were made through our Futureproof model and include the use of 100% recycled glass from post consumer waste combined with UPM Raflatac’s Forest Film for the spirits, and light-weighted bottles and recycled content in both glass and paper stock.

The branding is deliberately tiny: not only does this entice consumers to stop and read, it also reflects the message of the brand name and creates a quietly powerful shelf presence. It’s a daring, restrained approach, with a soft design aesthetic that complements the brand premise and name, and celebrates the brand’s pioneering and eco-aware spirit.