To meet this challenge, the branding agency Whitespace Creative
focused on the family crest as the heart of the positioning and design. ‘The
crest symbolises the family, their history and their purpose,” says Sean
Harrison, creative director at Whitespace Creative. “The family crest was
always used as the symbol in their branding and is worn by each family member
in a signet ring as one of many family traditions,” Harrison adds.
Speaking more specifically about the design process Harrison
says, “‘the problem was that the crest on the logo used in their branding was
the same in content but different in styling to the one on the ring. Chosen as
the authentic reference to the original Beaumont family crest, the ring was
photographed, enlarged and redrawn. We believe this process brought the crest
back to its former glory, refined and slightly improved. The typography was
cleaned up and modernised retaining the very recognisable ligatures that help
link the old branding with the new.”
“In an attempt to match image with substance, the clean
contemporary design now represents the classic, balanced and elegant wines that
the family produces. The cotton paper, printed in black only and embossed
reflects the simple and humble farm aesthetic, an authentic Overberg working
farm with white washed walls and black tinned roofs,” says Tania Harrison head
of strategy at Whitespace Creative.
“‘The label design was used as inspiration for all other
brand expressions, the stationery, photography, the signage, the ‘newspaper'
brochure, tasting notes and website. The brand is a sum of its parts and has to
modestly and consistently communicate the unique and relevant positioning of
the place and its people. The brand needs to tell the compelling story of the
Beaumont family in an engaging and relevant manner,” Tania adds.
Notes to
the editor:
About the Beaumont
Crest
Originally found in the family signet ring, the roaring lion
represents honour and courage and serves as a symbolic message of balance – a
quality synonymous with their wines. The crest roots and represents the
connection between farmland and family. It finds expression in their brand and
personifies a place of passion, simplicity and charm.
About Sean Harrison
Sean Harrison has been acknowledged by the creative industry
as one of the most highly respected creative directors in South Africa. Founder
of the 20 year old agency initially known as Code (Company of Designers), now
Whitespace Creative, he has won numerous local and international awards and has
been elected as a judge for a number of them such as Cannes Awards and the
Loeries.
About Whitespace
Creative
Whitespace
is a creative agency specialising in the creation, development and marketing of
brands. Ideas, design excellence and marketing experience are what set
Whitespace apart from the rest of the playing field. The agency believes in
conceptualising big ideas, designing excellently and strategically. It believes
in inventing and not emulating - the power of inspiration.
About Beaumont Family
Wines
The South African farm and winery Beaumont is situated on
the historic Compagnes Drift Farm in the heart of the village of Bot River;
formerly a trading outpost of the Dutch East India vineyards comprising a wide
range of varietals.
A new generation of Beaumont is now leading the family wine
business headed up by Sebastian and Nici Beaumont. Eldest son Sebastian
Beaumont is now in charge in the cellar producing a range of high-quality
premium wines. His wines have become some of the most sought-after in South
Africa. The Chenin Blanc ‘Hope Marguerite’, named after Jayne’s mother-in-law,
is one of the leading South African Chenin Blancs.
Issued by:
Christine Lundy
Contact: +27 (0)83 677 5400
Email: CL@whitespacecreative.co.za
On Behalf of
Whitespace Creative
Queries:
Sean Harrison: +27 (0)82 550 3544
Tania Harrison:
+27 (0)82 650 3506
Sebastian Beaumont: +27 (0)83 991 1916