Designing Premium Performance wine and spirits labels with Denomination

Design spotlight: Denomination 

Denomination created a visual narrative rooted in connection, experience and the richness of shared moments. Their concept captures an Australian interpretation of “two in the bush,” reframed as a celebration of possibility and togetherness. Cockatoos - social, sun-soaked and cheeky - act as expressive storytellers as they gather under eucalypt leaves, sipping and socializing in a way that mirrors human rituals of raising a glass. 

For the agency, the idea of premium performance is inseparable from storytelling. As they put it, premium performance means bringing “design, material and craftsmanship together to create a visual and tactile experience that mirrors the quality of the wine itself.” It reflects a philosophy where every detail, from narrative to print execution, works in harmony to elevate the consumer experience.

The Denomination team also emphasized the global aspect of the project. The collaboration with UPM enabled their design vision to be reproduced consistently worldwide. “Through our partnership with UPM, this excellence is reproduced with the same exceptional results no matter where in the world you sip,” they said, underscoring the value of unified, high-performing material portfolios across regions.  

Designers of the project: Sebastian Sciacca & Peter Bradley  

From a production standpoint, the design was intentionally demanding. “From the stock and print execution to the high-definition sculpted embosses, fine foil detailing and microembossing, every element demanded accuracy and control, revealing the precision behind the beauty,” the team noted. The detailed embellishment work challenged the materials, making the project an ideal proving ground for UPM Raflatac Premium Performance papers.

Beyond aesthetics and technique, Denomination wanted the label to communicate on a deeper emotional level. By blending evocative Australian storytelling with globally consistent material performance, the team aimed to create a label that symbolizes connection: between people, places and shared experiences. As they describe it: “A glass raised becomes a moment shared.” 

Bottles:Selective Line, Verallia, selective-line.com 
Closures: Vinolok, vinolok.com 

Regional UPM Raflatac premium papers used with the design: 

EMEIA – Sabrage Blanc Ice PM / RP30 / White Glassine 85FSC

(FSC™ C012530)
EAN: 8396322 

• First cotton-based treated paper in the industry, offering a high white appearance  
• Made with cotton linters, an upcycled material from the textile industry
• Strong embossing performance
• Reliable behavior in ice bucket conditions
• Unprinted material picture available here: Material detail

South America – Fleur de Coton White Ice Premium-FSC / RP30 / White Glassine 85FSCFSC / RP30 / White Glassine 85FSC 

Sales code: WL414M 

• Soft white paper with a refined tactile feel
• Subtle texture enhances premium shelf appeal
• Under-laminated for improved ice bucket performance and stronger embossing results  
• Unprinted material picture available here: Material detail 

North America & Mexico – Icy White Ice PMFSC / RS30 / 1.2 mil PET PCR 

Sales code: WL68A 

• High, bright white paper for visual clarity
• Smooth surface for a premium touch
• Consistent behavior in ice bucket environments and with embossing
• Unprinted material picture available here: Material detail

APAC – Cool White UltraFSC / RF30 / PET30PCR and 
SN WT I PremiumFSC / RP30 / White Glassine 65FSC / RTAC backprint (China)

Sales code: JSJ/RF30/HPX 
Sales code: JKP/RP30/GZI/H0 (China) 

• High white papers suitable for detailed precision reproduction
• Strong embossing performance
• Felt marked texture for a premium tactile experience
• Select papers are underlaminated for improved durability 

Want to learn more about the Premium Performance selection?

Find our region-specific wine & spirits portfolio information here.