We are designers, thinkers, and doers. We live, breathe and dream drinks design. We have studios in Sydney, London and San Francisco. We work for clients great and small from around the world. We have an impressive track record of creating memorable, highly individual drinks brands that consumers love.

Our founding partners are Rowena Curlewis and Margaret Nolan. Rowena is our CEO: her insight, passion and knowledge about the drinks industry means she is a regular contributor to drinks and design press, and has lectured and chaired panels in design, innovation and drinks packaging. Margaret is our award-winning Creative Director with nearly three decades of luxury drinks experience. Staying true to her first love, Margaret is still a hands-on designer as well as creative lead for the team.

Designing effective drinks brands requires a holistic approach. Capturing the tone of voice and personality at every available touchpoint is key. For our clients, we take the headache out of staying on message. We do the beginning and the end, and everything in between.



Creative Strategy
Brand Architecture
Competitive Landscape
Brand Positioning
BrandToolkit/Tone of Voice



New Product Development
Brand Identity
Brand Rejuvenation
Limited Editions
Luxury Gifting
Bespoke Bottles / Packaging
Packaging Innovation


Bringing to life

Brand Campaigns/ Activations
Brand Movies
Brochures / Brand Books
Launch & Events Material
Art Direction
Product Photography
Campaign Photography

We have a dedicated, hand-picked team each of whom excel at their chosen field: be it strategist, artworker, retoucher or account director. We work seamlessly as a team across three continents, sharing knowledge, inspiration and category trends.

We don’t have a house style: nor do we have a library of ready-made labels. For every client, each brand we create is strategically positioned and tailor-made to be distinctive, individual and above all, successful.

Our clients range from large global players to tiny startups. This scope and diversity means since 2002, we have completed more than 4,000 projects for over 350 clients in the wine, spirits, cider, beer and non-alcoholic drinks markets. We know how to create unique, beautiful drinks brands that resonate with consumers. This is our speciality. This is our passion. This is us.

“Denomination is truly an agency at the top of its game… [their]designs showed an ability to capture the essence and messaging of the product as well as the initiative to throw the rulebook out of the window when necessary… Denomination brings quality and bravery to whatever project comes its way with their commitment to understanding designs that fit the brief while always keeping the consumer in mind.”

Harpers Judging Panel 2017, on awarding Denomination Agency of the Year for the second consecutive year.

“Drinks packaging is incredibly complex and specialised. We think it takes a huge amount of experience to do it well and to understand what consumers want. Some want a sense of discovery. Others want to make an impression on their friends. On top of something they love drinking, they want the brand they have chosen to make them feel good about themselves.”

Rowena Curlewis, CEO & founding partner, Denomination.


“How do you design a great label? With lots of blood, sweat and tears! Great labels have that certain something, sometimes something that’s hard to define. Of all the design disciplines, I think drinks packaging is the most challenging and rewarding at the same time.”

Margaret Nolan, Creative Director & founding partner, Denomination.