Sydney-based design agency Denomination knows the ropes when it comes to drinks.
The award-winning company, headed up by Rowena Curlewis, focuses exclusively on packaging designs for alcohol, often working with wineries on designs that will catch the eye in a crowded category.
Appearing on its website is this statement:
“We are always delighted when we win awards. However, our work is not just pretty pictures: it really works. For us, a Design Effectiveness Trophy is the ultimate accolade of how our work really makes a difference to our client’s balance sheet.”
And the accolades are aplenty.
Denomination was crowned Design Agency of the Year for the second year running at the Harpers Design Awards recently, scooping a total of 12 awards for its work with a range of Australian wineries.
The agency swept the board, winning four out of the five trophies available for outstanding examples of design, with its work for Four Winds Vineyard also crowned Supreme Champion of the awards.
The judges described Denomination as an agency at the top of its game, adding that it brought “bravery and quality” to projects.
Curlewis told PKN she believed their success lay in being a specialist in the drinks category who could “understand how consumers think" when they buy alcohol.
“We have a good knowledge of the Australian market, as well as the UK market, which extends into Europe.”
She says it's important to her that clients don't see the designer's job as just “creating pretty pictures”, but communicating a story and emotionally connecting to a consumer's need.
“With the exception of books and music, there's no other category that has as many brands as the wine category," she says.
“It's difficult to cut through the many options.
“A recent Nielsen report stated that 64 per cent of consumers would try a wine because it catches their eyes – so label design is so important.”
Denomination works with clients to better reposition their brand to achieve higher sales volumes, and engage consumers effectively.
It worked with the following wineries on designs which were then recognised at the Harpers Awards:
- Four Winds
- Fazzoletto
- No Evil
- Waterton Hall
- Penfolds Great Grandfather
- Pure Blonde (lager)
- Yellowglen
- The Caley
