Little Giant

In a region crowded with Shiraz-led brands, Fourth Wave set out to create a Barossa wine that could stand apart at first glance. The challenge was to develop a distinctive new Shiraz-based brand that would cut through the volume of competition, while appealing primarily to male drinkers without alienating the influential female purchaser.

True to Fourth Wave’s belief in personality-driven brands, Denomination focused on creating a bold, ownable identity that would be immediately recognisable on shelf. The solution was twofold. First, a short, stocky bottle was selected to disrupt the visual rhythm of the Barossa claret set and signal confidence, power and difference. Second, a distinctive icon was developed to anchor the brand in both place and varietal.

The southern hairy-nose wombat became the hero. Smaller than other wombat species but robust, resilient and proudly South Australian, it provided a perfect metaphor for Shiraz itself. Like the grape, the wombat is compact, powerful and thick-skinned, making it a fitting emblem for a wine that delivers intensity and presence in every glass. To counter any perception that the shorter bottle contained less wine, the line “Good things come in small packages” was integrated across the packaging and point-of-sale, turning a potential concern into a confident brand asset. Handwritten typographic details were introduced to subtly reference the handcrafted nature of the wine, adding warmth and authenticity to the overall system.

The result is a Barossa Shiraz brand with unmistakable shelf presence, strong regional credentials and broad consumer appeal. Little Giant is bold, characterful and memorable, proving that true distinction comes from confidence, clarity and personality.