It’s not easy to extend your wine brand into the world of spirits, but if you’re Tread Softly, you almost make it look too easy.

Back in 2019, Australian wine producer Fourth Wave launched a line of bottled and canned wines as Tread Softly. Fast forward to 2021, and the brand tapped the agency Denomination to once again help them build their packaging and visual identity for a gin they were looking to release. Wanting to make a strong connection with their parent brand, the agency used much of the same look derived from the initial wines released a few years back, but we’d argue that the clear bottle serves as a better vessel for the Robert Thornton painting that elegantly drapes the brand’s offerings. And no disrespect to the wines that came before but seeing the illustration on the other side of a clear gin bottle induced multiple “oohs and ahhs” from us (and, well, our readers, as it was clearly our 2021 November Pack of the Month).

We spoke with Denomination CEO and co-founder Rowena Curlewis about designing the brand extension for Tread Softly and all of the sustainable attributes they’ve built into the new gin brand.