Many people are looking for eco-friendly solutions to protect the environment. Consumers — younger millennials in particular — are in search of brand solutions that make them feel good about actively contributing to supporting nature in its healing process. Helping them find businesses that have sustainability at heart translates to helping nature restore its ecosystem. So, dear Nature, we think that the news coming from Australian wine brand Accolade Wines will put a smile on your face as it is a love letter written on recycled packaging using recycled materials.
Signed by Wise Wolf, a new member of the Banrock Station brand, and designed by drink specialists Denomination, this letter we are talking about is actually an environmental brand identity, specially developed to delight nature and surprise consumers with a visually distinctive bottle. Made from 95.1% recycled materials (which can be recycled again), the planet-friendly container is aimed at reducing the environmental impact of wine and also changing the way people enjoy this type of alcoholic drink.
“Accolade is constantly searching for new and better ways of doing things and committed to driving positive environmental change. We wanted Wise Wolf by Banrock Station, to be bold and brave about paving the way forward in the wine industry. We’re on a journey with alternate pack solutions that reduce waste and use as much recycled content as possible,” explains Nancy Baghdadi, Accolade’s Global Innovation Director.
According to Rowena Curlewis, CEO of Denomination, the wolves’ return to the Yellowstone National Park is what inspired the agency in creating Wise Wolf. By putting the image of a wolf at the center of the brand, the team seeks to draw people’s attention to the need to “return” to nature.
“The restoration of this important species has created a more balanced and healthy eco-system in the US national park, helping flora and fauna flourish, and was a perfect inspiration. Here, the wolf represents a return to nature by leading the way, just as Wise Wolf is at the apex of a movement to reduce the environmental impact of wine packaging,” explains the agency’s CEO.
Wolves typically live in a hierarchical structure, with decisions being made by the leaders — a natural behavior that’s also visible across the label design: On the top of the “pyramid,” there’s the wolf, which is the main icon, with the next of the visual elements cascading down through the rest of the design. The label’s shape follows a round line to communicate “the circular motion of recycling, as well as the circle of life,” explains the agency.
An earthly green color palette was chosen for the label to further strengthen the idea of “returning to nature,” whilst the scratched texture on the bottle points out the company’s environmental credentials while also reminding consumers of the wolf’s fur. Also, the shape of the bottle was strategically chosen: Selected from the Wildly Crafted Range at Estal, the recipient’s silhouette is unusual yet it doesn’t estrange much from the usual wine bottle consumers already feel familiar with.
“By influencing brands to put sustainability at the forefront of their decision-making, Denomination can help reduce the impact that our brands’ packaging has on the Earth. We want more and more brands to choose sustainable solutions, so jointly we can all make a difference to this wonderful world we live in,” Curlewis adds.
Commenting about the collaboration with the award-winning design agency, Nancy Baghdadi says: “Denomination has an uncompromising dedication to sustainability and a passion for beautiful designs, so were the perfect choice for Wise Wolf. They constantly challenged us to maximize the amount of recycled content, without ever compromising on the design, and their vast knowledge and strong contacts with suppliers were invaluable. What they have helped create demonstrates that we can use the maximum amount of recycled material and deliver a quality range of wine to consumers.”
Wise Wolf’s commitment to reducing its environmental impact is reflected not only in its packaging but on its website as well. Although simple in terms of design, the wisewolfwines.com webpage (which was specifically developed with simplicity in mind) is cleaner than 92% of other websites. While browsing the page, wine lovers — who can land on it either by visiting the webpage or by scanning the on-pack QR code — can learn more about each component of the bottle, discover the story behind the new member of the Banrock Station brand, and even meet the range of wines — which will be available in major fine wine retailers across the UK as of June 2022.
Credits:
Client: Accolade Wines // Wise Wolf
Agency: Denomination