Tread Softly Everything Except

Tread Softly launched in 2019 as a sustainably produced and consciously packaged wine brand. With strong recognition and a loyal, eco-minded following, the brand’s owners saw an opportunity to extend into the fast-growing no-alcohol space, especially as health and wellbeing trends continue to shape consumer behaviour. The result is Everything Except, Tread Softly’s alcohol-free expression.

The design stays true to the core brand, leveraging its distinctive assets: the soft illustrative aesthetic, the gentle colour palette, and the calm, nature-led cues that have become synonymous with Tread Softly. It’s a daringly restrained approach that feels elegant, modern and completely aligned with the brand’s name and ethos.

Everything Except celebrates Tread Softly’s pioneering, eco-aware spirit. It communicates sustainability not through over-claims but through thoughtful design choices, reinforcing the idea that Tread Softly products are “better for the planet” by nature.

The non-alcohol message is conveyed with subtle intelligence: embedded within the name itself and reinforced with clear, confident on-pack communication. A quiet yet powerful evolution which is true to the brand and perfectly tuned to the needs of today’s wellness-driven consumer.