BEST ALTERNATIVE FORMAT PACKAGE DESIGN
Wise Wolf
Wise Wolf Rosé
Wise Wolf Chardonnay
Wise Wolf Cabernet Sauvignon
- Year wine was released to market: 2022
- Retail Price: $28.00 AUD
- Designed by: Denomination
- Designed for: Wise Wolf
As protecting the environment is increasingly at the forefront of many people’s minds, the need for sustainable packaging has become more pressing. Consumers, especially younger millennials, are actively looking to brands that make them feel good about the choices they make with their purchases. Accolade Wines wanted to create a new brand that was bold and unapologetic about trying to build better packaging solutions, which will pave the way for others in the industry to follow.
Wise Wolf is a ground-breaking innovation in wine that signals that circular future has arrived.
With the new Wise Wolf brand by Banrock Station, we needed to challenge the status quo by rewriting the rules around traditional wine packaging, in the hope of inspiring others in the industry to join on a journey towards a more circular future. Every material used in the packaging had to be carefully considered, along with evaluating the environmental impact of freight methods, routes, bottle shape, and size.
With natural, mossy, earthy textures and tones found in the wild, the colour palette also reflects that idea of a return to nature, while the scratched texture on the bottle’s surface communicates the brand’s environmental credentials and link back to the wolf’s fur. A round label shape was chosen to not only stand out but also to communicate the environmental credentials by echoing the circular motion of recycling, as well as the circle of life.
The unusual shape of the bottle – chosen from the Wildly Crafted Range at Estal – is also used to attract attention, yet it still has the tapered wine bottle shape to give it a sense of familiarity.
With a vision to close the loop and help build a more circular economy, the total pack is made from 95.1% recycled content and can be recycled again. The remaining 4.9% consists of a virgin liner and bonding agents, used within the packaging.
Bottle: 100% post-consumer recycled glass cullet
Labels: 100% recycled paper
Closure: 100% recycled plastic
Shipping carton: 100% recycled paper pulp
The bottle, whilst using 100% recycled glass, can also be recycled again.
Central to the Wise Wolf tier is the transparency of information. A QR code is available on each label linking to a website that gives more information on the environmental credentials of each component of the packaging.
Wise Wolf was launched in May 2022 so sales data is not yet available. It has however been ranged in leading UK retailers with the aim of being available in Australia by the year end.
