Designing Premium Performance wine and spirits labels with Denomination

Series: Premium Performance design stories. This series highlights how leading designers bring their creative vision to life using UPM Raflatac Premium Performance label materials. Each story explores the interplay between design ambition and material performance across global wine and spirits applications.

A global showcase of Premium Performance

UPM Adhesive Materials’ Premium Performance project unites design excellence, collaboration, material expertise and global consistency. Each region has selected its own UPM Raflatac Premium Performance papers available in that market. To demonstrate consistent material performance globally, all regions use the same set of label designs and identical embellishments, showing how each regional paper brings its character to life without compromising unity.
The collection builds on UPM’s vision to “renew the everyday,” proving that premium materials can elevate brand stories while delivering reliable and repeatable results worldwide. Inspired by Australia, global drinks branding agency Denomination designed one of the label concepts in the collection.

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

Embellishment excellence

To demonstrate global consistency in print and finishing, all labels were printed by Grafical, and the hot stamping transfer materials and tooling were provided by KURZ and H+M. The same embellishment package was applied across all regions:

4color print
Protective matte varnish
High-built screen varnish
429 gold hot foil with microincision
3D embossing

These enhancements reveal the full performance potential of each regional material while maintaining a unified brand experience.

Want to learn more about the Premium Performance selection?

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

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