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Wine design experts rebrand as Denomination

Award-winning design company, The Collective, has rebranded as Denomination to reflect its unique focus on the wine and drinks industry.

The rebrand caps off a successful period for the drinks design specialist. Earlier in the year it received a prestigious a DBA Effectiveness Award for the rebranding of Robert Oatley Signature Series brand which tripled sales. The redesign of Tomich Wines recently won Best of Show at the 2015 Harpers Global Design Awards. Their innovative design for Pepperjack Graded won a slew of awards in 2014 including a Mobius First Place Gold Statuette, The Drinks Business Best Design & Packaging for Wine, Drinks International Supreme Champion of Show and a Gold at the Harpers Global Design Awards.

“In the 13 years since we started the business as The Collective, we have become more and more specialised in drinks design to the point where wine and drinks clients make up 100% of our business,” says group managing director Rowena Curlewis.

Curlewis and her business partner Margaret Nolan, creative director, settled on Denomination after “a long and lengthy process! We wanted a name to reflect our expertise in wine. Denomination is a way of defining our business as the source of great design with authenticity and originality guaranteed.”

Curlewis believes the company has unparalleled experience in the design of drinks brands, especially in wine. “We have designed over 2,500 projects for 350 brands, yet no two are the same. The scope and diversity of our work is what sets us apart.”

The London office has been making an impact since it opened in 2014. “We’re thrilled to have received such a warm reception and to work with such fabulous clients. We’re excited to see several projects hitting the shelves now, so watch this space!” says Curlewis.

“The drinks market is so competitive. Justifying your space on the shelf or wine list is more important than ever. A brand’s packaging is crucial to being picked up or left behind. We’ve seen first-hand how the difference between great and ordinary packaging can literally be life or death.

“We love working with forward-thinking clients to help them realise their ambitions. With our new name, we’re taking some of our own advice; being single-minded about what you do. In our case, it’s the source of great design in drinks.”

Denomination has worked with over 135 wineries from their studios in Sydney and London since the company was founded in 2002.

The company’s client list reads like a Who’s Who of the Australian wine industry from iconic brands such as Penfolds to small boutique wineries, as well as beer, spirits and cider brands.

Denomination specialises in packaging design and also does naming, strategy, new brand development, gifting, point of sale, websites, brand movies and brand launches.

24 November 2015 - Rebecca Sterritt Paragraph Publishing, content manager