To futureproof our business, our clients, and the planet, we established Futureproof, our sustainability initiative. By collaborating with industry leaders, we help clients navigate rising consumer demand and government mandates for sustainable practices in drinks.
As design specialists, we know that intelligent decisions - paper stocks, bottles, and supplier partnerships - can significantly reduce environmental impact. By prioritising sustainability, we influence brands, manufacturers, and suppliers to reduce packaging’s footprint on the earth.
Within Denomination, we lead by example. Our offices emphasise recycling, energy-efficient environments, and ongoing team training by sustainability consultants, ensuring every choice supports a more sustainable future.
We pioneered a revolutionary approach to wine packaging by eliminating paper labels entirely. Instead, all mandatory information—from branding to legal requirements—is contained in a capsule, addressing the growing concern over paper consumption in packaging.
Crate’s strong commitment to sustainability extends beyond label-free design. We used transition glass bottles that would otherwise be discarded, employing the lightest possible wine bottle mold to reduce our carbon footprint. The wines are sourced from boutique vineyards within 100km of the winery, supporting local farmers while minimising transportation impact.
Every component is designed for recyclability: the glass bottles, metal screw-tops, and 100% recycled cartons with minimal printing. By selling only by the case, Crate further reduces its environmental impact.
This innovative approach puts the focus squarely on the wine while setting a new standard for sustainable packaging in the industry. Crate, developed by Fourth Wave, demonstrates how premium wine can coexist with genuine sustainability.
Launched in 2019, Tread Softly was developed with sustainability at its core, planting a tree for every case sold. By December 2025, this commitment led to 3 million trees planted, effectively removing 7.4 million tonnes of carbon from the atmosphere.
Following their remarkable success, Tread Softly expanded their sustainability mission by exploring lower-carbon packaging alternatives to traditional glass. After evaluating options including Bag in Box and Tetrapak, they chose the bagnum format – an innovative solution that strips packaging back to a bag with a tap. This format produces seven times less CO2 emissions per litre than conventional 540g glass bottles.
Recognising the need to overcome the bagnum's utilitarian associations, the design team created packaging that would reflect the wine's premium quality while maintaining brand consistency. The solution features their signature delicate branding that invites closer inspection, complemented by soft floral oil paintings enhanced with spot gloss varnish against a matte background – matching the textured paper stock of their bottled labels.
As one of the biggest global wine companies, Accolade Wines believes it is their responsibility to drive sustainable growth for their people, industry, and the planet. Through the new Wise Wolf brand by Banrock Station, they are boldly challenging the status quo by rewriting the rules around traditional wine packaging, paving the way for others in the industry to follow.
The design builds better packaging solutions that advance the circular economy and create a more sustainable supply chain. Each component has been meticulously evaluated for environmental impact, from freight methods and routes to bottle shape and size, resulting in a pack made from 95.1% recycled content that can be recycled again within the UK's waste management system. The remaining 4.9% consists of virgin liner and bonding agents.
Key components:
- Bottle: 100% post-consumer recycled glass cullet
- Labels: 100% recycled paper
- Closure: 100% recycled plastic
- Shipping carton: 100% recycled paper pulp
Natural, mossy, earthy textures and tones found in the wild define the color palette, reflecting a return to nature. The bottle, chosen from the Wildly Crafted Range at Estal, features a distinctive scratched texture that communicates the brand's environmental credentials while linking back to the wolf's fur. The round label shape not only stands out but echoes the circular motion of recycling and the circle of life. Glass was chosen deliberately as the best material to safeguard wine quality without shelf life limitations that often lead to product wastage. Even if not recycled, glass remains inert and will not harm the soil or waters it enters.
Carbon neutrality was an intrinsic part of the product development process. Central to the Wise Wolf tier is transparency - each label features a QR code linking to detailed information about the environmental credentials of every packaging component. All claims are backed by Accolade's suppliers with supporting evidence.
Wise Wolf is a ground-breaking innovation that signals the circular future has arrived.
- Certified by The Carbon Trust – For more information, visit: www.accoladewines.com/carbon
Glass manufacturing generates a staggering 86 million tonnes of CO2 annually. While recycling helps, Australia's glass recovery rate sits at just 46%, with a third lost during processing - highlighting an urgent need for reusable solutions.
In 2021, Australia's wine industry produced 1.5 billion litres (equivalent to 2 billion 750ml bottles), yet not a single refillable wine bottle brand existed. Cowpunk stepped in to transform the industry, creating Australia's first refillable wine that champions sustainability from vine to bottle.
Every element of Cowpunk's packaging embodies sustainability and circularity. The reusable bottle system eliminates the substantial processing, transport, and energy costs of recycling. Their minimalist approach features two-colour printing without embellishments, while their printing partner maintains rigorous energy, water, and waste reduction standards. Even their packaging uses 100% recycled cardboard with single-colour printing to minimise environmental impact.
Cowpunk's innovative refill system places branded crates in select stores, where customers return bottles for credit on their next purchase. These bottles are collected, washed, re-labeled, and refilled – establishing Cowpunk as the pioneer of Australia's wine refill revolution.
Denomination was briefed on an evolution of Brockmans Gin’s brand identity and packaging to reinforce its premium position, enhance standout and improve brand recognition. We also needed to emphasize Brockman’s sustainability credentials as a newly recognised BCorp, while maintaining the brand’s distinctive ‘Properly Improper’ character.
The new structural design builds on the original whilst enhancing height, shape and texture to both premiumize & modernise, as well as be lighter in weight in line with their BCorp commitments:
- New glass produced from 51% post-consumer recycled glass content (vs 0.6% previously)
- New glass = 30% less than competitors on average
- New label printed on 100% recycled pulp, FSC certified stock
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