Denomination is a drinks branding consultancy founded in 2002 by Rowena Curlewis and Margaret Nolan. With offices in Sydney, London, New York and the San Francisco Bay Area, it works across wine, spirits, beer and ready-to-drink brands. Its services combine brand strategy, naming, storytelling, visual identity, packaging and campaigns, with a focus on sustainable packaging and brand communication. Projects include Penfolds, Tread Softly, Mike’s Hard Lemonade and Cape Hauy, the Tasmanian whisky packaging recognised with a D&AD Wood Pencil in 2025.
Designers and creative leads attributed to Denomination in press coverage.
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Written by Denomination CEO Rowena Curlewis, this Dieline article explores the enduring importance of mascots in shaping brand personality and consumer connection. It references iconic examples like the Michelin Man, Guinness Toucan, and Bacardí Bat, positioning mascots as timeless tools for emotional branding.