Tread Softly Gin

Tread Softly was launched as a sustainably produced and packaged brand in 2019. With strong brand recognition, the brand’s owners wanted to capitalise on the Tread Softly’s loyal following. Recognising that the white spirits category was growing but largely following the same path, there was an opportunity to do something different. White space was determined as being sustainable, feminine and natural – an opposite to the masculine block branding and foiled label solutions of the competitors.

The creative solution is a daring, restrained approach, with a soft design aesthetic that complements the brand premise and name. Overall, the work celebrates the brand’s pioneering, eco-aware spirit and communicates that Tread Softly products are better for the planet. Firstly, the core packaging components are all aligned to the sustainability platform of the brand. The glass is 100% recycled, the stopper is wooden and sealed with a paper label, the paperstock is from FSC certified forests and contains recycled content. Secondly, in a category that it is awash with conservative cues – traditional borders, detailed copy, all caps typography, crests etc, the simplicity, modernity and overt femininity of Tread Softly is clearly disruptive. It capitalises on the white space left clear by these traditional brands.

Thirdly, Tread Softly brand has a beautiful interplay between the simplicity of the front label, and the lushness of the back label featuring the oil painting illustration. The gin follows the same path, but with a twist: the illustration is printed onto UPM Forest Film on the back of bottle enabling the consumer to see through the liquid to the flowers but additionally encouraged to turn to the back to get an uninterrupted view. It’s the same sense of surprise and delight as with the rest of the Tread Softly range.