Plus Minus

Not just alcohol free: creating a winning formula with Plus & Minus.

Plus & Minus rethinks no-alcohol wine through the lens of modern health and wellbeing. By pairing alcohol removal with added grape seed extract, the brand delivers a clear functional benefit rather than compromise. Inspired by premium skincare design codes, the identity is confident, minimal and science-led, creating a contemporary no-alc offering that feels purposeful, credible and aligned with today’s wellness-minded consumers.

Our client wanted to enter the no-alcohol wine space but with a proposition that tapped more deeply into the broader health and wellbeing movement reshaping every category.

Denomination’s brand and product strategy was to move beyond simple alcohol removal and create a wine with added functional benefits. By introducing grape seed extract (GSE), which is naturally rich in antioxidants and widely recognised for its skin-loving properties, the product offered something genuinely different: a wine free from alcohol, artificial sweeteners and unnecessary additives, yet enriched with ingredients that support wellness. This provided consumers with a compelling reason to choose it over competitors.

We named the brand Plus & Minus: Plus antioxidants. Minus alcohol. It’s a name that captures the proposition with clarity and confidence.

The identity drew inspiration from the skincare world where efficacy, simplicity and scientific credibility drive desirability. The design is brave, minimal and striking. The capsule features detailed scientific information about GSE to reinforce the functional benefits, while the main label remains pared back and boldly restrained, signalling purity, modernity and trust.

The result is a no-alcohol wine that feels contemporary, credible and aligned with the premium wellness trends shaping today’s consumer choices.